Forever 21 connects consumers with new app

Forever 21 is heeding the popular wisdom that mobile devices serve as omnichannel remote controls with its new app.



The fast-fashion chain is unveiling a new Android app and updating its existing iPhone app. Designed to enhance the shopping experience in-store and online, the app features five key touch points, including:



• F21 Inspiration – displays shoppable editorial stories, shop by outfits, lookbooks and exclusive videos.



• Social – provides instant access to Forever 21’s social media channels, including Facebook, Instagram, Twitter and #F21xMe style inspiration feed.



•Shop – enables users to shop fashion and accessories from the online store.



•Inbox – delivers updates regarding exclusive items, sales and special offers.



• More – offers “scan & shop,” where users can scan an item’s barcode to obtain useful details, swipe right to move from product to product, read reviews and share finds with a friend, as well as store locator, wish list, real-time order status and customer service features.



Forever 21 is taking a smart “mobile first” approach to its app that recognizes consumers increasingly are using mobile devices as their primary tool for engaging with retailers. Blending different channels together with a mobile-centric access point is currently the best way to offer a seamless experience, and Forever 21 should reap the benefits.