Forever 21, a specialty retailer of women's and men's clothing and accessories, is promoting two mobile apps for the holiday season: an augmented reality app, F21POP, and an updated mobile commerce app. Both are available for download on iPhones and iPads.
"We want to blur the boundaries between fashion and technology,” said Linda Chang, Global Marketing Director for Forever 21, in a press release. “Our customers are digitally savvy and we strive to bring fast technology to fast fashion. Our new mobile apps allow us to engage our customers on a new level while making their shopping experience easier and more exciting."
Both apps were designed to help bridge the gap between in-store and online shopping experiences. F21POP utilizes advanced image recognition technology, offering consumers access to exclusive holiday campaign videos. Using the app, shoppers also can place their phones in front of storefront windows, Forever 21 advertisements and the retailer magazine to watch images come to life.
The updated Forever 21 app now features a barcode scanner, which enables customers to scan products in-store, and access them on the mobile site. In turn, shoppers are empowered to instantly complete purchases via mobile if their size or desired product color is not available in a store. Discounts and deals, customer reviews, a digital wish list feature, and social sharing capabilities, all are available on the re-launched mobile app. Additionally, a “shoppable lookbook” feature allows consumers to browse through photo shoots developed by Forever 21 stylists and purchase specific items or entire outfits.
In addition to the two apps, Forever 21 is launching several new mobile initiatives to help make the holiday shopping season more enjoyable for shoppers. For example, the retailer recently re-launched the mobile-optimized site to provide a seamless browsing and buying experience on an iPhone or Android device. Forever 21 also currently is running a trial on a line-busting tool designed to help customers complete transactions from anywhere within a brick-and-mortar store, resulting in shorter wait times and less congested check-out counters during the hectic holiday shopping season.
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