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零售失败后,美国品牌Forever 21转向电子商务 |出海美国电商岛群第18期

2020-01-08 23:00:51

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快速时尚品牌Forever 21已宣布针对加拿大,亚太地区和拉丁美洲消费者的电子商务战略。

 

陷入困境的千禧一代品牌于2019年在美国申请第11章破产保护,并关闭了其815家全球商店中的350家。它归咎于巨大的房地产成本,而创新和可持续性方面的努力却滞后于它所面临的麻烦。

 

现在,它已聘请电子商务专家Global-e为国际购物者提供改进和本地化的电子商务体验。

 

根据Forever 21的说法,实施Global-e的跨境电子商务解决方案将使其能够根据本地市场的特点和购物者的喜好为加拿大,亚太地区和拉美的客户提供增强的在线购物体验。

 

这包括支持超过95种货币,超过150种本地和其他付款方式,税费计算以及在结帐时进行实时预付款的选项,21种语言的本地化结帐,多种送货方式和便捷的退货流程。

 

此外,借助Global-e,Forever 21现在可以根据其市场营销策略和业务目标(包括开展针对特定市场的促销活动)针对每个市场定制其产品。

 

“电子商务构成了我们运营获利核心的很大一部分,作为我们新的全球战略的一部分,Forever 21将利用Global-e的技术为国际客户提供出色的在线体验。为了吸引当今精通数字的消费者,零售商需要投资以创造直接与购物者交谈的独特在线体验,” Forever 21总裁Alex Ok说。

 

“随着国际购物者对我们品牌的需求持续增长,我们认识到先进的全球在线购物体验是我们未来增长的基础。我们全球的消费者现在可以享受无缝的本地化购物体验,这是我们使用最新零售技术弥合电子商务便利性与店内本地体验之间在线鸿沟的使命的重要里程碑。”

 

面对电子商务的迅猛发展,全球像Forever 21这样的百货商店正在关闭实体商店,中国的一些百货商店在技术的帮助下正在蓬勃发展。

 


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Forever 21 turns to e-commerce after retail failures

 

Fast fashion brand Forever 21 has announced its e-commerce strategy targeting consumers in Canada, Asia Pacific and Latin America.

 

The embattled millennial-focused brand filed for Chapter 11 bankruptcy protection in the US in 2019 and shut 350 of its 815 global stores. It blames substantial real-estate cost, and lagging innovation and sustainability efforts for the troubles it faced.

 

It has now tapped e-commerce specialist Global-e to work on an improved and localised e-commerce experience for international shoppers.

 

According to Forever 21, implementing Global-e’s cross-border e-commerce solution will allow it to provide its customers in Canada, APAC and LATAM with an enhanced online shopping experience based on local market’s characteristics and shoppers’ preferences.

 

This includes supporting more than 95 currencies, over 150 local and alternative payment methods, tax and duties calculation with an option for real-time pre-payment at checkout, localised checkout in 21 languages, a wide-range of shipping methods and easy returns process.

 

Furthermore, with Global-e, Forever 21 can now tailor its offering per market according to its marketing strategy and business goals, including running market-specific promotions.

 

“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. To engage digitally-savvy consumers today, retailers need to invest in creating a unique online experience that speaks directly to the shopper,” said Alex Ok, president of Forever 21.

 

“With the continued increase in demand from international shoppers for our brand, we recognised that an advanced global online shopping experience is a fundamental part of our future growth. The seamless localised shopping experience our consumers around the world can now enjoy is a vital milestone in our mission to use the latest retail technology to bridge the online gap between the convenience of ecommerce and the local experience of in-store.”

 

As department stores like Forever 21 globally are closing brick-and-mortar stores in the face of the huge growth of e-commerce, some department stores in China are thriving with the help of technology.


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