Forever 21 Pushes Social Shopping with ’21st Street’ Interactive

Low-priced fashion retailer Forever 21 has launched a new social media/interactive shopping experience called 21st street.  This is asavvy move on their part to reach the audience of teenagers and millennial buyers who not only like to shop, but share what their shopping finds with their friends via Instagram, Pinterest, Facebook or Twitter.  The idea is that social sharing and word of mouth recommendations will boost sales quicker, and with more authority, than paid advertising. Social media sharing, er spying, is the perfect way to literally keep up with the Jones.

So how does this work? 21st STREET gives the Forever 21 customer an interactive fashion experience. It’s a one-stop fashion source that encapsulates inspiration, street style and shopping. The platform brings together all the  Forever21 social channels in one Internet hub, including Instagram, Pinterest, 21TV, Facebook, Twitter and Tumblr. 21st Street also includes never before seen style features like F21xMe – a social sharing portal that allows Forever 21 fans to wear and share their best F21 outfits on Instagram, with the chance to be featured on 21st Street.  The is perfect marketing to the #ME generation

The 21st street website is available through the Forever 21 ecommerce site (www.forever21.com), and users simply need to click the tab from the main menu. The thumbnails allow the user to preview a smaller selection of the street style photos, and the thumbnail slider allows the user to automatically loop through all photos. Once clicking on the thumbnail, customers can view the larger image and purchase products inspired by their favorite street style fashion. Located under the main image, consumers can also access the latest posts from Forever21’s social media channels and preview F21 fans who post their outfits tagging #F21xME.  Have a look at Instagram today, there are already 290 photos posted by fans with the #F21xME hashtag.  Based on the number of shares on launch day, June 18th, I would say this concept is  a winner and will resonate well with Forever21 fans.  What do you think readers? Will you be sharing your cheap, trendy finds via this 21st platform?