US brand Forever 21 turns to e-com after retail failures

10 Jan '20

1 min read

Pic: Forever 21

US fast fashion brand Forever 21 recently announced its e-commerce strategy targeting consumers in the Asia Pacific, Latin America and Canada. It filed for Chapter 11 bankruptcy protection in the United States last year and shut 350 of its 815 global stores, blaming substantial real estate cost and lagging innovation and sustainability efforts for its troubles.

The California-based millennial-focused has now tapped e-commerce specialist Global-e to work on an improved and localised e-commerce experience for global shoppers.

According to the brand, implementing Global-e’s cross-border e-commerce solution will allow it to provide its customers in Canada, Asia Pacific and Latin America with an enhanced online shopping experience based on local market’s characteristics and shoppers’ preferences, say US media reports.

This includes supporting more than 95 currencies, over 150 local and alternative payment methods, tax and duties calculation with an option for real-time pre-payment at checkout, localised checkout in 21 languages, a wide-range of shipping methods and easy returns process.

Forever 21 can also tailor its offering per market according to its marketing strategy and business goals, including running market-specific promotions.

Fibre2Fashion News Desk (DS)

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