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Forever 21 takes shopping to the next level with augmented reality appBy Rimma Kats
The retailer partnered with Aurasma on the mobile initiative. The F21POP mobile app lets consumers view exclusive videos of Chanel Iman modeling the brand’s winter collection.
”We wanted to bring a digital component to our Forever 21 magazine while incorporating our Let It Glow campaign for holiday through our store windows, advertising and social media outlets that are all F21POP activated,” said Linda Chang, global marketing director at Forever 21.
“We also wanted to align F21POP with the launch of our new mobile app, which is designed to start bridging the gaps between the in store and online experience,” she said.
“Our new mobile app and the launch of F21POP are aimed at making shopping easier and more exciting for all of our customers.”
In addition to providing exclusive content on Forever 21 storefronts, the F21POP app also brings content to life in the Forever 21 magazine, which launched on October 1.
The mobile app icon appears on several pages of the magazine.
From there, consumers can watch exclusive videos of model Chanel Iman, as well as Alexandra Spencer who models the Hello Kitty Forever collection.
Augmented reality is a great way for the company to engage consumers in a different way.
Nowadays, many marketers are using QR codes to drive in-store traffic.
However, augmented reality is another great choice because the technology helps bridge the physical and digital world.
“We want to blur the boundaries between fashion and technology,” Ms. Chang said. “Fashion is heavily influenced by the digital age and Forever 21 is about following the trends in fashion and beyond.
“Our customers are digitally savvy and we strive to bring fast technology to fast fashion,” she said.
“We are utilizing several platforms to spread the word about F21POP and our new mobile app launch, including our social media channels, new store openings, launch parties, Forever 21 store front windows and through F21POP cards located at the cash wraps.”
Augmented reality provides that “wow” factor and makes printed fashion spreads more impactful and stimulating.
When executed at this large a scale with exclusive videos, a print magazine and nationwide ad campaign, augmented reality imprints a memorable experience on the consumer and inspires them to share that feeling of discovery with their network.
Forever 21 and Aurasma are getting the word out through social feeds such as Twitter and Instagram, as well as through Web site posts and instructional call-outs within the printed magazine.
“By powering the F21Pop app we are aiming to draw more interest, attention, and engagement from the Forever 21 audience and to give them a unique experience that has never been offered before,” said Jennifer Rapp, general manager at Aurasma. “Forever 21 customers can now view more than just a static ad – they can see interesting videos and shop for outfits.
“This partnership demonstrates that Forever 21 is thinking outside of the box to stay ahead of their competition in the digital space,” she said. “By bridging existing print collateral with exciting digital content, Forever 21 is entering a new dimension that its tech-savvy fans will enjoy.
“Interest in the use of AR is on the rise as the general public relies more on technology, especially the use of smartphones. People are increasingly reaching for their phones for entertainment, shopping, news and to get more information in general. Retailers and brands are also constantly seeking new ways of engaging with consumers.”
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