p; “We are proud of Forever New’s ever-growing international presence and thrilled to be able to expand our offering to new countries via our international website,a” said Forever New Managing Director Carolyn Mackenzie. International customers are now able to shop in their own localised currency and language and access digital initiatives True Fit and Visually Similar, which both help customers find the perfect garment. True Fit is an online system which carries all the sizes, measurements and body profiles of a customer to offer a better fit for garments. Since its launch, the brand has experienced better conversion rates and a decrease in returns. Visually Similar identifies items a customer has searched in the past, then offers product recommendations based on the information. Forever New will also soon start trialling virtual and in-store styling appointments in Queensland in Australia and if successful, the initiative will be rolled out globally, said Mackenzie. “The idea for virtual and in-store styling appointments came about when we were looking at ways we could make shopping safer and more convenient for our customers throughout, and post, pandemic,” Mackenzie told Inside Retail. “We’re always looking to improve our omni-channel experiences and virtual styling caters to those customers that prefer to shop in a bricks-and-mortar environment, yet still within the comfort of their own home.  Mackenzie also revealed that in Australia, the brand will be launching a VIP service where their retail teams will communicate individually with customers through email, phone and text about new product arrivals and promotions. An eye on expansion Based in Melbourne in Australia, Forever New first launched in 2006, with an aim to offer customers effortless and feminine styles and since then, the brand’s product is now available in six continents in 250 stores and concessions around the world.  From Forever New’s global campaign. Meanwhile, the brand continues to focus on its expansion into Canada, where it’s known as Ever New, and available through standalone stores and concession partners like Hudson Bay and Neiman Marcus.  “Despite the difficulties faced with the pandemic, we’re experiencing significant growth on our online store,” explained Mackenzie.  “We’re also delighted to be opening a new store, Sherway Gardens, outside of Toronto, toward the end of the year. Our Canada customer has always favoured more casual wear, so we’re continuing to develop this category for the market.” Mackenzie added that there is also a lot of opportunity for Forever New in New Zealand and it is currently in the process of developing a local marketing and product strategy for the region.