Forever 21 revamps website, offers heavy discounts to woo customers

By

Maverick Martins

Published
Jan 16, 2019

Fashion brand Forever 21, marketed in India by Aditya Birla Fashion and Retail Ltd (ABFRL), is banking on e-commerce for growth in the Indian market and recently revamped its website to make it more consumer friendly.
 

With the recent amendments in e-commerce rules in India which impose restrictions on foreign direct investment and exclusive deals, the Los Angeles-based brand is looking to strengthen its own website to boost its online sales.
 
The brand has revamped its website by adding consumer-friendly features like accessibility and product discoverability to its platform. Forever 21 had entered the online market in India way back in June 2014 and currently caters to customers in over 300 towns and cities across India.

Forever 21 is also offering discounts up to 70 percent on products across categories to woo customers and get some traffic to its website.
 
Forever 21 has been performing poorly in the offline market which had forced ABFRL to downsize its retail stores after the brand incurred large losses.
 
ABFRL has already put breaks on Forever 21’s offline expansion by reducing the number of store openings to between six and eight a year which is why online growth is critical for the brand to survive in the Indian market.
 
In July 2016, Aditya Birla Fashion and Retail Limited had acquired the exclusive online and offline rights to Forever 21’s India network. The brand currently has 20 stores across India and also sells on all leading e-commerce platforms.