Forever 21 re-enters UK and Europe market with local webstores
Forever 21 has relaunched its online store in the UK and mainland European markets by partnering with cross-border e-commerce specialist Global-e.
The launch is part of the brand’s new strategy of e-commerce-centric global expansion after a troubled period in which the failed fast fashion retailer was acquired by a consortium including Simon Property Group, Brookfield Property Partners and Authentic Brands Group.
The company had earlier worked with Global-e to launch new localised e-commerce websites for consumers in Canada, as well as Asia-Pacific and Latin America, and said this was a success.
The new UK and European localised offer will include the full international product assortment.
The company said it has a “large following of fashion savvy consumers in the UK and Europe that have been waiting to shop the latest fashion” and until now have been served from the US fulfilment hub.
Since implementing its new, more local, approach in other markets, it has “achieved significant uplift in conversion rates and the number of orders”.
In Taiwan, for example, conversion rates rose by 72% year-on-year and in Australia, the brand achieved a 133% uplift in conversion rates since launching the dedicated localised offering. And it said this has also been accompanied by an increase in customer satisfaction rates.
The local offer allows consumers to pay in their own currencies and the sites are “tailored to the market’s characteristics and shopping preferences”.
Forever 21 will also partner with payment solutions specialist Klarna to offer customers convenient and efficient payment solutions.
Globally, the Forever 21 international online offering now includes support for 95+ currencies, over 150 local and alternative payment methods, and localised checkout in 25 languages.
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