Forever 21's Riley Rose Online Store Has Finally Launched
Ellen Smith — February 8, 2018 — Fashion
Last year, fast fashion retailer Forever 21 opened a beauty-only concept store called Riley Rose, and now, the highly photogenic and affordable cosmetic pieces from those brick-and-mortar locations can be purchased through the newly launched Riley Rose online store.
This online medium makes it easier for consumers to get their hands on the Gen Z-targeted makeup collections as prior to the launch, the physical locations only existed in Los Angeles. What makes this website launch more exciting, is that Riley Rose carries products that are difficult to find in-store, like K-beauty favorites Cosrx and Holika Holika or more specific lines like Lemonhead.
The overall goal of Riley Rose was to offer consumers a better in-person store experience, and now, that convenience is being extended to the online world.
Image Credit: Riley Rose
This online medium makes it easier for consumers to get their hands on the Gen Z-targeted makeup collections as prior to the launch, the physical locations only existed in Los Angeles. What makes this website launch more exciting, is that Riley Rose carries products that are difficult to find in-store, like K-beauty favorites Cosrx and Holika Holika or more specific lines like Lemonhead.
The overall goal of Riley Rose was to offer consumers a better in-person store experience, and now, that convenience is being extended to the online world.
Image Credit: Riley Rose
Trend Themes
1. Gen Z-targeted Makeup Collections - Disruptive innovation opportunity: Develop and market makeup collections specifically tailored to the preferences and needs of the Gen Z demographic.
2. Online Beauty Retail - Disruptive innovation opportunity: Create an online platform that offers a wide range of beauty products from different brands, making it convenient for consumers to access and purchase them.
3. Difficult-to-find Beauty Brands - Disruptive innovation opportunity: Curate and sell beauty products from niche and hard-to-find brands, providing an accessible platform for customers to discover and purchase unique beauty items.
Industry Implications
1. Beauty Retail - Disruptive innovation opportunity: Integrate technology, such as augmented reality or virtual try-on, into the beauty retail industry to enhance customer experience and encourage online sales.
2. E-commerce - Disruptive innovation opportunity: Develop innovative ways to streamline the online shopping experience, such as personalized recommendations, one-click purchasing, and interactive product demonstrations.
3. Cosmetics Manufacturing - Disruptive innovation opportunity: Utilize emerging technologies, like 3D printing or AI-driven product development, to create customizable and sustainable cosmetics that cater to individual consumer preferences.
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