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From the races to the lounge: How Forever New is switching gears

a woman with blonde hair wearing a red dress
Forever New has switched from occasionwear to loungewear
Several months into the pandemic and it’s become clear that the strongest retailers are those that are experimenting with new omnichannel initiatives, going forth with expansion plans and meeting their customers wherever they are – which is often at home on their mobiles. Womenswear brand Forever New has observed how shoppers have changed in the past few months, switched gears and launched new initiatives to suit their current lifestyle. During winter, it changed its traditional focus o