Fast-forward to omnichannel fashion.

Australia’s Forever New reshapes online shopping with Adobe Commerce.

Established

2006

Melbourne, Australia

www.forevernew.com.au

20%

Decrease in abandoned baskets

Products:

Adobe Commerce ›

Objectives

Deliver engaging mobile experiences

Give customers the option to pay online and pick up in store

Provide the best possible online fitting experience

Results

20% decrease in abandoned baskets

50% decrease in warehouse dispatch time

Reduced inventory update time to 15 minutes

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“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 shops 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 fulfill 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.

A back end that means business

After selecting key solutions and partners in February 2018, the shop’s first go-live was 6 September 2018. Straight away, they achieved a number of key improvements: the time for orders to reach the warehouse for picking has been reduced from 1.5 hours to 30 to 45 minutes. The timeliness of inventory updates across all channels has been reduced to 15 minutes, while the percentage of orders resulting in short-pick failure has been dramatically reduced. “Adobe Commerce delivered the right mix of automation and efficiency that is essential for scalability and cost management, combined with unlimited control to personalise and optimise,” says Jonathan Day, founder of Aligent Consulting.

Omnichannel has delivered outstanding results to the business and to the consumer. Delivery times and success rates have significantly improved, inventory utilisation and visibility have increased across the whole network and customers and in-store staff can access a much broader range of products. Staff adoption of the new omnichannel tools has been excellent and customers have responded to the wider availability (combined with other frontend enhancements) with a significant lift in online conversion rates. A key win was the ability to change the warehouse management system only three months after the original Adobe Commerce go-live.

“Adobe Commerce delivered the right mix of automation and efficiency that is essential for scalability and cost management, combined with unlimited control to personalise and optimise.”

Jonathan Day

Founder, Aligent Consulting

The buy-online-return-in-store feature for the New Zealand market has given customers greater confidence to purchase online and it’s also provided opportunities for attachment sales — such as when a customer arrives in-store to return a skirt and spontaneously buys three dresses. Founded on this success, Forever New plans to roll out more shops on Adobe Commerce in the next 12 to 24 months, with an ambition to lead the Australian charge in the global fashion industry.

“Adobe Commerce is the bedrock to our digital growth plans,” says Managing Director Carolyn Mackenzie