DESIGNED IN MELBOURNE MADE AT THE BEST FACTORIES

Melbourne-based fashion brand Forever New has recently announced that it has deployed end-to-end post purchase technology stack of Unicommerce to strengthen its omnichannel operations. In an exclusive interaction with Images Business of Fashion, Dhruv Bogra, Country Head, Forever New said, We have made omnichannel capabilities a top priority in order to provide excellent customer delight. Our organisation has been concentrating on this sector for some years and has a longstanding relationship with our technology partners.” Excerpts

Please tell us about your brand's journey and how you are positioned? 

Forever New is a leading womenswear fashion brand headquartered in Melbourne, Australia with presence in ANZ region, North America, South Africa, the Middle East, United Kingdom, India and South-East Asia. In India, it is positioned as a bridge to luxury brand. It is one of the most desirable womenswear brands in India. It is admired for its impeccable quality and in-trend styling as well as classic looks and is now a ₹225 crore plus brand. The brand is present in over 34 cities across 40 EBO's and 50 shop in shops such as Shoppers' Stop and Kapsons and available online on its own ecommerce platform as well third party marketplaces such as Myntra, Nykaa and Ajio. It will soon be available at Lifestyle International stores as well. Forever New is amongst the top 3 performing vanilla brands in most leading malls across segments in the fashion space.

You recently collaborated with an omnichannel platform, Unicommerce. How do you see technology benefiting both your brand and customers in the long run?

We have made omnichannel capabilities a top priority in order to provide excellent customer delight. Our organisation has been concentrating on this sector for some years and has a long-standing relationship with our technology partners. The technology has helped us strengthen our operations in India and improve the shopping experience for our customers, who appreciate discovering new collections through various sales channels. We are convinced that we were able to provide our consumers with an amazing shopping experience. Thanks to our omni-enabled tech stack.

Discuss your retail strategy in Tier 2 and Tier 3 towns.