Los Angeles-based Forever 21 introduces two mobile initiatives this month: the relaunch of its mobile app and an augmented reality app called F21POP. In addition to the two mobile apps, the brand is also launching several new mobile initiatives, all designed to make shopping easier and more exciting for customers this holiday season.

“We want to blur the boundaries between fashion and technology,” says Linda Chang, global marketing director for Forever 21. “Our customers are digitally savvy and we strive to bring fast technology to fast fashion.”

The Forever 21 universal mobile app, designed to start bridging the gaps between in-store and online shopping, works on iPhones, iPads and the new iPad minis. New features includes a barcode scanner that allows customers to scan an item in the store and find it on the brand's mobile site; a shoppable lookbook that lets customers swipe through photo shoots styled by Forever 21 stylists; and in-store and online discounts and style deals.

The new F21POP augmented reality app utilizes Aurasma's advanced image recognition technology and allows customers to view exclusive videos and see Forever 21 images instantly come to life on Forever 21 storefront windows, advertisements and in the newly released Forever 21 magazine.

As part of its new mobile site, the brand is also trialing a line-busting tool, allowing customers to check out on the store floor to help ease the congestion at the register during the holiday season.

Forever 21 operates nearly 500 stores in the U.S., with international operations in Canada, Europe, United Kingdom, Japan, Korea, Philippines, Israel, China, Mexico, and Hong Kong.