s on occasion wear to knits and now, it’s about to launch a new loungewear range. “Due to the shift in customer buying behavior with the pandemic, we’ve been adjusting our product mix to ensure we’re catering to the new, more casual customer,” managing director Carolyn Mackenzie told Inside Retail. Meanwhile, the retailer is set to trial virtual and in-store styling sessions in Queensland within the next fortnight and if all goes well, they be rolled across the globe. “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 said. “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. Since Covid, Forever New has been trialling new omnichannel initiatives. Image: Supplied Eye on expansion Meanwhile, the pandemic hasn’t slowed down Forever New’s plans for international expansion. The brand unveiled its relaunched international site several days ago, now servicing 19 countries including the United Kingdom, Turkey, France, Italy, China, Malaysia and Hong Kong. Those 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, said Mackenzie. Visually Similar identifies items a customer has searched in the past, then offers product recommendations based on the information. Forever New launched in 2006 in Melbourne and its products are now available in six continents in 250 stores and concessions around the world. At the moment, a key focus is its expansion into Canada, where it trades as Ever New, and is 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.