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Forever New - Fast-forward to omnichannel fashion. | AEM Community Blog Seeding




Forever New - Fast-forward to omnichannel fashion. by Adobe


“Adobe Commerce offers the flexibility and scalability to deliver on Forever New’s vision for global expansion and a best-in-class omnichannel customer experience.”

Carolyn Mackenzie
Managing Director, Forever New

Omnichannel is the new black
Founded in Melbourne, Australia, in 2006, Forever New is known for their effortlessly wearable and timeless collections. Each Forever New collection is designed in Australia with a unique blend of seasonal trends, feminine silhouettes, and of-the-moment detailing, giving customers the confidence to feel beautiful in every moment. It was this vision that powered Forever New to become one of Australia’s fastest growing fashion brands, with more than 200 retail and concession stores worldwide, and a thriving e-commerce operation.

Forever New (which trades in North America under the name Ever New) had experienced phenomenal growth on an early version of Magento Commerce 1, but they had a vision for delivering a superior omnichannel experience. They needed to split orders fulfilled from multiple locations, a better allocation rules engine, and real-time inventory updates. They also wanted to create a global platform to create better efficiencies like speed to market and scalability. In 2018, they decided to upgrade to Adobe Commerce.

“Pick fails” are a thing of the past
Forever New’s solution partner, Aligent Consulting, got straight to work, integrating a comprehensive set of business systems with Adobe Commerce. These included their ERP (Retail Directions RMS), PIM (Akeneo), POS (Retail Directions SMS and a customized Adobe Commerce storefront), WMS (Accellos), and CRM (Emarsys), as well as their data warehouse, custom image management system, and product lifecycle management systems. The extensive APIs provided by Adobe Commerce allowed for a simple integration using a contemporary industry-standard middleware tool (they used Mulesoft). Hosting on Adobe Commerce removed any worry about optimizing and maintaining their global hosting solution.

Forever New had a vision of rapid and seamless fulfillment for their customers, backed by total access to their inventory across the whole organization. A total omnichannel experience would be a key differential for their consumers in a crowded market full of pure-play and international vendors. Adobe Commerce delivered a wide variety of fulfillment options, including “ship-from-store” (all stores can now have orders routed to them by default, and any store can opt-out at certain times). “Split shipments” help when inventory is not located in a single store or warehouse. And “pick fails” are now handled elegantly with “hop” logic, ensuring that even complicated orders are delivered. Forever New Online customers can choose in-store pickup, while “endless aisle” allows orders to ship from other stores or warehouses. Meanwhile, “buy-online-return-in-store” improves customer confidence, and increases in-store foot traffic.

Thanks to Adobe Commerce, Forever New can sell every SKU currently held in every location, on every channel. "Endless aisle" and public web sales draw from stock holdings in physical stores and warehousing, while marketplaces have alternate inventory allocation rules suitable to their shipping requirements. Adding a new store to the inventory pool can be completed within 15 minutes. This has halved the rate of short pick order cancellations, positively impacting total online revenue. Additionally, in-store staff can now access inventory from the entire network.

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Forever New - Fast-forward to omnichannel fashion.


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Kautuk Sahni
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