Forever 21 is a large brick-and-mortar and ecommerce retailer selling clothes and accessories targeted at young women, men, and teenagers.
The home screen of the app features a series of vertically-stacked banners calling out current promotions, features, deals, and hot product categories. For users who don’t wish to browse that way, they have the option to access more options via an iconography menu that runs horizontally along the bottom of the screen. Categories are visually represented by a set of representative images. Forever 21 boasts an enormous product catalogue, so within each category the app prominently displays options to sort and refine category results. Users have the option to sort by recency, price, rating, and popularity. They can also refine results by size, color, and price filters.
Despite the somewhat hectic nature of most Forever 21 brick-and-mortar stores, the app maintains a rather minimalist, airy feel. Product imagery on product pages nearly fills the screen, which gives the shopping experience an immersive quality. Liberal use of white space between elements makes the app’s overall design feel easy, unhurried, and focused. A bright yellow accent color is used for key calls-to-action and user notifications. It stands out nicely against the more muted tones used for background elements.
Cart management has been thoughtfully designed. Users can edit item color, quantity, and size directly from the cart or pull the item to left to save for later or delete from the cart altogether.
All in all, the Forever 21 app offers a truly joyful ecommerce experience to its devoted audience of discount shoppers.
Forever 21 is a minimalist app design in the fashion & beauty industry.
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