Our website uses cookies

Cookies enable us to provide the best experience possible and help us understand how visitors use our website. By browsing Essential Retail Magazine, you agree to our use of cookies.

Okay, I understand Learn more

Forever 21 extends visual search feature for online customers

US-based fashion retailer Forever 21 is increasing its online visual search function for customers, after describing early use of the technology as a success.

The company’s online shoppers will soon be able to search items by simply clicking icons that represent the features they want in an outfit, including length and fit of a skirt or neckline and colour of a shirt.

Debuting as “Discover Your Style” in the Forever 21 iOS app in May and initially available for dresses and tops, the feature is being rolled out on its website due to a reported positive impact on sales. In the first month after launching the tool, Forever 21 said it experienced an increase in sales conversions and a 20% jump in average purchase value for the two test categories.

Forever 21’s visual search and navigation function, which is provided by tech company Donde Search, now enables shoppers to search for dresses, trousers, shorts, jeans and tops, and will appear as a “Discover Your Style” module on the Forever 21 web and mobile web homepages. The retailer said it will leverage the technology for merchandising, recommendations and lifecycle marketing.

Alex Ok, president of Forever 21, commented: “Visual search technology bridges the gap between the convenience of online shopping and the rich discovery experience of traditional retail by enabling our customers to search for clothing in the same way they think about it – using visuals, not words.

“Early data shows that this is one of the most important innovations in the eCommerce space in recent years.”

Donde Search launched its B2B platform earlier this year with the aim of helping retailers solve product search and merchandising issues, and counter consumers’ reported impatience when looking for items online.

Investors and advisers of the tech company include senior leaders from AliExpress, Blackrock, Google, Mobileye, Wanda and Waze. The vendor’s technology uses a proprietary algorithm that mimics the way shoppers think about products, which it says aids relevancy.

Visual search functionality also removes local language barriers associated with text-based online search, the vendor explained.

“As eCommerce’s share of retail sales continues to grow, it’s more important than ever that retailers use a universal language that both shoppers and merchandisers can understand,” explained Liat Zakay, CEO & founder of Donde Search.

“Our visual search and navigation solution helps innovative retailers like Forever 21 eliminate language issues and improve conversion rates, and we’re thrilled to partner with the company as it transforms the online shopping experience for its customers.”

What’s Hot on Essential Retail?