The company updates the application with hundreds of new styles daily. The application is available for free download in the App Store.

“We want to be able to provide our customers a fashionable shopping experience while on the go,” said Lan Tran, online marketing manager at Forever 21, Los Angeles.

“They can search for the closest store location, shop all the new arrivals, view our lookbook, Daily 21 specials, read our blog and more,” she said.

The Forever 21 application lets consumers check store hours, directions and phone numbers to the nearest location.

Here is a screen grab of the application:

Consumers can browse and shop the entire inventory, including the retailer’s Daily 21 Specials – 21 different items discounted daily.

“Since we have so many different brands – Love 21 Contemporary, 21 Men, HTG81 Kids and more, our target market reach is open to everyone who wants fashionable clothing at a great price,” Ms. Tran said.

“However, the iPhone app is geared more towards the young female teenage age group who is embracing mobile,” she said. “We want to provide our customers with more channels to shop and get information.

“Since our demographic is always on the go, we want to be where the customer is by providing them an additional channel and convenience.”

Consumers can access Forever 21’s blog “The Skinny” for instant updates on style trends.

The company is promoting the site via Facebook, Twitter and its email campaigns.

Here is another screen grab of the application:

Although consumers can access its mobile site via any smartphone, the company is looking to extend to other platforms such as BlackBerry and Android.

Here is another screen grab of the application:

“We plan on adding some additional features as well as updating the overall look and feel for the holidays,” Ms. Lan said.

Final Take
Rimma Kats is editorial assistant on Mobile Commerce Daily, New York