Forever 21 homes in on overseas markets with new e-commerce strategy

By

Jennifer Braun

Published
Jan 8, 2020

Los Angeles-based fast-fashion retailer Forever 21 has announced a new e-commerce strategy in several of its international markets.

Teaming up with e-commerce specialist Global-e, Forever 21, which filed for Chapter 11 bankruptcy protection in September, will launch a new ‘localized’ e-commerce website to consumers in Canada, as well as Asia, Asia-Pacific and Latin America. 

The e-commerce website will offer an enhanced online shopping experience that is adjusted according to the local market’s characteristics. 

It will support more than 95 currencies, more than 150 local and alternative payment methods, and will allow consumers to checkout and make returns in 21 different languages, among other features. 

“E-commerce forms a large chunk of the profitable core of our operations and as part of our new global strategy, Forever 21 will leverage Global-e’s technology to offer international customers an outstanding online experience,” explained Alex Ok, president at Forever 21, in a news statement. 

“To engage digitally savvy consumers today, retailers need to invest in creating a unique online experience that speaks directly to the shopper. With the continued increase in demand from international shoppers for our brand, we recognized that an advanced global online shopping experience is a fundamental part of our future growth.”

Forever 21 said it will now equally tailor its offering per market, according to its marketing strategy and business goals, including running market-specific promotions.

Founded in 1984, Forever 21 previously announced that it will close most physical stores in Asia and Europe as well, while continuing to ship to international customers through its U.S. website at Forever21.com.