Home Chennai Keeping up with trends on Forever 21 e-store

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    A hit with the gloss-and-cami set, American fast fashion brand, Forever  21, takes it up another notch

    Launched just a fortnight ago, Forever 21’s e-commerce site already has a huge inflow of traffic. We’re talking one lakh visits per day, and the numbers are growing. This is no surprise for a brand that, like its Spanish competitors Zara and Mango, believes in frequently updating stocks. However, unlike Zara, which caters to different age groups, Forever 21 is unapologetically ‘young’, with a dizzy inventory of crop tops, skater skirts and more. “The decision to go online was a result of our experience in other countries. Wherever we launched an online store a while after the brick and mortar, it had triggered a great response,’’ explains Dipak Agarwal, CEO, Forever 21 India.

    DSC_7351Forever young
    The brand (popular with both college students and Bollywood stars like Alia Bhatt and Shraddha Kapoor), offers ‘‘a 360 degree wardrobe solution’’ for young women, with categories covering apparel, footwear and accessories. The website has flirty dresses and skirts, tops, denims, leggings and more for girls in bright colours and young (bohemian and floral) prints. However, sections like swimwear and lingerie are currently empty, and the brand’s popular online deals are yet to be announced. The men’s collection, more compact than the womenswear, features polos, jeans, shorts and hoodies.

    Instant recall
    Given the young clients’ familiarity with the brand, sizes are no problem when shopping online, says Agarwal. From their spring summer line, dresses and jumpsuits in florals and pinks and oranges have been the fast movers.

    Take your pick
    The site is easy to navigate and, like other international brands, has the lookbook option where you can pick up tips to style and buy a particular look. The Los Angeles-based Forever 21 first launched in India through a franchise with the Dubai-based Sharaf Group in 2010 and in 2012, changed partners, by signing a joint venture with DLF Brands Ltd. Earlier complaints regarding the brand was that the styles in India were not all the same as what was offered abroad. Agarwal promises that currently the collection offered here and on the website is as ‘‘contemporary’’ as the collection overseas. He shares that they choose a capsule collection from their stores abroad for the Indian audience, keeping in mind the weather and tastes. The result? ‘‘A range that is more summery and light with floral prints and pastel colours,” informs  Agarwal, adding that stocks are updated weekly.

    Free shipping on purchase over Rs. 2,500. E-gift certificates are available. Exchange accepted within a month of purchase. Garments priced from Rs. 139. Details: forever21.com/in

    -Sharmistha Maji

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