Affordable fashion retailer Forever 21 has launched its first Android shopping application, offering features such as horizontal swiping to move between products, Scan & Shop, one-page checkout and social integration.

The retail chain developed the new app in response to the growing number of consumers visiting its Web site from Android devices. As Forever 21 has also updated its iPhone app, it is clear the retailer is recognizes the need to be on the cutting edge of mobile technology to reach younger, fashion-forward consumers.

“Our customers are big on personalization and the app allows them to have a fully personalized Forever 21 experience with shopping, discovery and inspiration,” said Esther Chang, general merchandising manager at Forever 21.

“They can save favorite items and even track down the closest store,” she said. “They can also access all of our social channels in one place and view our very popular #F21xMe style feed where Forever 21 fans from around the world upload style inspiration photos daily.

Personalized convenience
The iPhone app update includes horizontal swipe for another item, vertical swipe for more product images, auto login and one-page checkout.

The Forever 21 Android app was designed to enhance the shopping experience both in-store and online. This reflects how smartphone-savvy shoppers are increasingly using their devices not only to shop online but also to read reviews and comparison shop while in a store.

The retailer’s goal for its iPhone and Android app customers is to combine engaging content with ecommerce to provide a personalized and convenient shopping, inspiration and discovery hub.

The app features several key touch points.

The first is F21 Inspiration, which displays shoppable editorial stories, shop by outfits, lookbooks and exclusive videos.

Social is another touch point, with the app providing instant access to Forever 21’s social media channels, including Facebook, Instagram, Twitter and the #F21xMe style inspiration feed.

Smartphone-savvy shoppers
App users can also shop fashion and accessories from the online store.

An inbox delivers updates regarding exclusive items, sales and special offers.

Other features include Scan & Shop, enabling users to scan an item’s barcode to obtain useful details.

In the app, users can swipe right to move from product to product.

Users can also read reviews, share finds with a friend, use the store locator to find the nearest store, take advantage of one-page checkout, view real-time updates on their orders and make direct customer service inquiries to Forever 21.

A Wish List feature enables users to save their favorite Forever 21 selections.

While younger consumers are among the heaviest users of mobile, some bricks-and-mortar retailers targeting these consumers have lagged in mobile innovation. The Forever 21 apps stand out in terms of their comprehensiveness and efficient use of native capabilities.

Forever 21 has been boosting its mobile prowess in 2015.

In May, the retailer enabled users to upload images of their favorite warm-weather Forever 21 outfits to Instagram, Facebook or Twitter with the hash tags #F21xMe or #F21SummerCool and tag @Forever21 to be featured in its gallery and shared on social media, where consumers can shop the looks showcased in the photos (see story).

“We are most excited about the shopping experience through the app,” Ms. Chang said. “It has everything in one place and is streamlined to be easy to navigate.

“You can pick out your favorite pieces and use our app’s one page check out to purchase them,” she said. “You can access all tracking and real time status updates for your order and can even connect with a customer service representative.”

Final Take
Chantal Tode is senior editor on Mobile Commerce Daily, New York