Privacy policy

This Privacy Policy describes how forever22.shop (“forever22.shop”, “we”, “us” or “our”) collects, uses, stores and shares your personal information when you visit, use or make a purchase from our website, communicate with us, or otherwise use our services.

For the purposes of applicable UK data protection law, forever22.shop is the data controller responsible for the personal information described in this policy, except where another organisation acts as an independent controller.

Please read this Privacy Policy carefully. By using our website, you acknowledge that you have been informed about the practices described below.

1. Contact Details

If you have questions about this Privacy Policy, wish to exercise your privacy rights or want to make a complaint about how we handle your personal information, contact us using the following details:

Company/Brand Name: forever22.shop
Email: info@forever22.shop
Telephone: +44 7755410909
Postal Address: FLAT 5, MERLIN COURT, 66A GURNELL GROVE, LONDON, United Kingdom

2. Personal Information We Collect

The personal information we collect depends on how you interact with our website and services.

Contact Information

We may collect:

  • Your full name;

  • Billing address;

  • Delivery address;

  • Email address;

  • Telephone number;

  • Other contact details you choose to provide.

Order and Transaction Information

When you place or attempt to place an order, we may collect:

  • Products viewed, selected or purchased;

  • Product size, colour and quantity;

  • Order number;

  • Order date and order status;

  • Purchase price;

  • Discounts or promotional codes used;

  • Shipping method;

  • Delivery and tracking information;

  • Return, refund or exchange information;

  • Communications relating to your order.

Payment Information

Payments are processed through Shopify and applicable third-party payment providers.

Depending on the payment method, payment providers may collect information such as:

  • Payment card details;

  • Billing information;

  • Bank or payment account information;

  • Payment authentication information;

  • Transaction identifiers;

  • Payment status.

We generally receive payment confirmation, limited payment identifiers and information needed to manage the transaction rather than complete payment card details.

Payment providers process information according to their own privacy policies and legal obligations.

Account Information

If customer accounts are available and you create one, we may collect:

  • Your name;

  • Email address;

  • Account login details;

  • Saved delivery addresses;

  • Order history;

  • Account preferences.

You are responsible for keeping your login information confidential.

Customer Service Information

When you contact us, we may collect:

  • The content of your email or message;

  • Your contact details;

  • Your order number;

  • Photographs or documents you provide;

  • Details of a question, complaint, return or refund;

  • Records of our communications with you.

Please do not send us sensitive personal information unless it is necessary for us to address your request.

Website and Device Information

When you visit or interact with our website, we and our service providers may automatically collect:

  • Internet Protocol address;

  • Browser type and version;

  • Device type;

  • Operating system;

  • Language and time-zone settings;

  • Network connection information;

  • Cookie and similar technology identifiers;

  • Pages and products viewed;

  • Links clicked;

  • Search terms;

  • Referring website;

  • Dates and times of visits;

  • Shopping basket activity;

  • Checkout activity;

  • General website interaction information.

Marketing Information

If you subscribe to marketing or otherwise interact with our promotions, we may collect:

  • Your email address or telephone number;

  • Marketing preferences;

  • Subscription and unsubscribe records;

  • Whether marketing messages were delivered, opened or clicked;

  • Information about your interaction with promotions.

Fraud Prevention and Security Information

We may collect and generate information used to detect and prevent fraud, misuse, security incidents and unlawful activity, including:

  • IP addresses and device information;

  • Transaction patterns;

  • Failed payment information;

  • Risk indicators;

  • Login activity;

  • Information provided by fraud-prevention providers.

Reviews and Other Content

If our website allows reviews, comments, photographs or other content, we may collect and publish the information you submit.

You should avoid including personal information that you do not want to be publicly available.

3. How We Collect Personal Information

We may collect personal information:

Directly from You

For example, when you:

  • Place an order;

  • Create an account;

  • Subscribe to marketing;

  • Contact customer service;

  • Request a return or refund;

  • Enter a promotion;

  • Submit a review;

  • Complete a form.

Automatically

We may collect technical and usage information automatically through cookies, pixels, tags, local storage, server logs and similar technologies.

From Service Providers

We may receive information from organisations that support our store, including:

  • Shopify;

  • Payment providers;

  • Delivery and fulfilment providers;

  • Fraud-prevention services;

  • Marketing and analytics providers;

  • Customer support providers;

  • Applications connected to our Shopify store.

From Other Third Parties

We may receive information from advertising platforms, social media services, referral partners or publicly available sources where permitted by law.

4. How We Use Personal Information and Our Lawful Bases

We only process personal information where we have an appropriate legal basis.

Processing and Fulfilling Orders

We use personal information to:

  • Accept and process orders;

  • Process payments;

  • Arrange delivery;

  • Provide order confirmations and updates;

  • Manage returns, refunds and exchanges;

  • Communicate about an order.

Lawful basis: Processing is necessary to enter into or perform a contract with you.

Providing Customer Service

We use personal information to:

  • Respond to enquiries;

  • Resolve complaints;

  • Provide product or sizing assistance;

  • Investigate delivery or payment issues;

  • Manage returns and refunds.

Lawful basis: Performance of our contract, compliance with legal obligations and our legitimate interest in providing effective customer service.

Managing Customer Accounts

We use personal information to create, maintain and secure customer accounts and provide account features.

Lawful basis: Performance of our contract and our legitimate interest in offering convenient account services.

Operating and Improving Our Website

We may use information to:

  • Operate website functions;

  • Understand website performance;

  • Diagnose technical problems;

  • Improve navigation and product presentation;

  • Develop our services;

  • Understand general shopping behaviour.

Lawful basis: Our legitimate interests in operating and improving our business or your consent where consent is required for the relevant cookies or technologies.

Security and Fraud Prevention

We may use personal information to:

  • Authenticate transactions;

  • Detect suspicious activity;

  • Prevent fraud and abuse;

  • Protect customer accounts;

  • Protect our website, customers and business;

  • Investigate security incidents.

Lawful basis: Our legitimate interests in protecting our business and customers, performance of our contract and compliance with legal obligations.

Legal, Tax and Accounting Obligations

We may use and retain information to:

  • Maintain business and transaction records;

  • Comply with tax and accounting rules;

  • Respond to lawful requests;

  • Enforce our agreements;

  • Establish, exercise or defend legal claims.

Lawful basis: Compliance with legal obligations and our legitimate interests in protecting our legal rights.

Marketing Communications

Where permitted, we may send information about products, promotions, offers or store updates.

Lawful basis: Your consent or our legitimate interests where direct marketing is permitted without consent.

You may unsubscribe at any time by:

  • Selecting the unsubscribe link in a marketing email;

  • Following the opt-out instructions in a message;

  • Contacting us at info@forever22.shop.

You have an absolute right to object to the use of your personal information for direct marketing.

Stopping marketing messages will not stop essential service communications, such as order confirmations, delivery updates, security notices or responses to customer service requests.

Personalisation and Advertising

Subject to your choices and applicable law, we may use information to:

  • Recommend relevant products;

  • Personalise website content;

  • Measure advertising performance;

  • Create or measure advertising audiences;

  • Display more relevant advertisements.

Lawful basis: Consent where required or our legitimate interests where applicable law permits this processing without consent.

5. Shopify

Our online store is hosted by Shopify.

Shopify provides the ecommerce platform that allows us to operate our store, process orders and provide services to you. Shopify may collect and process personal information when you visit our store, create an account, place an order or use Shopify services.

When Shopify processes personal information on our behalf, it generally acts as our processor or service provider under its applicable contractual terms and Data Processing Addendum.

When you use Shopify’s own consumer services, such as Shop or Shop Pay, Shopify may act as an independent data controller and process your information according to its own terms and privacy policy.

You can learn more in the Shopify Consumer Privacy Policy.

If Shopify Network Intelligence or other Shopify Enhanced Services are enabled for our store, Shopify may process information about your interactions with our store and combine it with information from other merchants or Shopify services to:

  • Provide a more personalised shopping experience;

  • Improve Shopify products and services;

  • Help measure and improve advertising;

  • Provide more relevant advertising;

  • Understand interactions with stores and advertisements;

  • Detect fraud and improve security.

Your information may be shared with Shopify and relevant service providers located in countries other than the country in which you live. Available privacy choices may be provided through our cookie banner, Shopify privacy controls or a data-sharing opt-out page where required.

6. Cookies and Similar Technologies

We use cookies and similar storage or access technologies to operate our website, remember preferences, understand website activity and support marketing.

These technologies may include cookies, tracking pixels, tags, software development kits, local storage and similar identifiers.

Strictly Necessary Technologies

These are used to provide functions requested by you, such as:

  • Keeping items in your basket;

  • Operating checkout;

  • Processing payments;

  • Maintaining security;

  • Preventing fraud;

  • Remembering privacy choices;

  • Enabling account login.

These technologies may be used without consent where permitted because they are necessary to provide the requested service.

Functional Technologies

These may remember choices such as language, region or other preferences and help provide enhanced website features.

Analytics Technologies

These help us understand how visitors use our website, identify errors and improve performance.

Where applicable law permits limited statistical technologies without consent, we will seek to meet the relevant legal conditions and provide an appropriate means of objecting. In other cases, analytics technologies will be used only after the required consent has been obtained.

Advertising Technologies

These may be used to measure advertising, understand campaign performance, create audiences or display more relevant advertising.

Advertising technologies are used only where permitted by law and, where required, after you have given consent.

You can manage available choices through our cookie banner or privacy settings. You may also adjust your browser settings to block or delete cookies, although this may affect website functionality.

Withdrawing consent does not affect the lawfulness of processing carried out before withdrawal.

7. How We Share Personal Information

We may share personal information with the following categories of recipients where necessary:

Shopify

We share information with Shopify to host and operate our online store, process orders and provide ecommerce functionality.

Payment Providers

We share relevant information with payment processors, banks and payment networks to process payments, refunds and payment disputes.

Delivery and Fulfilment Providers

We share names, delivery addresses, contact details and order information with postal operators, couriers, warehouses, suppliers or fulfilment partners where necessary to deliver orders and manage returns.

Technology and Security Providers

We may share information with hosting, data storage, website support, fraud-prevention, cybersecurity and technical service providers.

Analytics and Marketing Providers

Subject to your choices and applicable law, we may share information with analytics, email, advertising, social media and marketing providers.

Professional Advisers

We may share information with accountants, auditors, insurers, lawyers and other professional advisers where reasonably necessary.

Authorities and Legal Recipients

We may disclose information:

  • To comply with a legal obligation;

  • In response to a valid court order or lawful request;

  • To protect our rights, property, customers or business;

  • To investigate fraud, security incidents or unlawful activity;

  • To establish, exercise or defend legal claims.

Business Transactions

If our business is reorganised, merged, financed, sold or transferred, personal information may be disclosed as part of that transaction, subject to appropriate confidentiality and legal protections.

We require service providers to handle personal information only for authorised purposes and with appropriate safeguards.

8. Sale, Sharing and Targeted Advertising

We do not sell personal information for money in the ordinary meaning of the word “sell”.

However, certain uses of advertising or analytics technologies may be treated as the “sale” or “sharing” of personal information, or as targeted advertising, under some privacy laws.

Where applicable, we will provide a method to opt out, such as:

  • A cookie preference tool;

  • A “Your Privacy Choices” or data-sharing opt-out page;

  • Recognition of legally required browser-based preference signals;

  • Contacting us at info@forever22.shop.

9. International Transfers

Shopify and some of our service providers may process personal information outside the United Kingdom.

Where a restricted international transfer takes place, we seek to use a lawful transfer mechanism, such as:

  • UK adequacy regulations;

  • The UK International Data Transfer Agreement;

  • An approved UK Addendum to standard contractual clauses;

  • Another legally recognised safeguard or exception.

We also consider whether appropriate technical and organisational protections are in place.

You may contact us for further information about the safeguards used for relevant international transfers.

10. Data Retention

We retain personal information only for as long as reasonably necessary for the purpose for which it was collected, including legal, tax, accounting, security and dispute-resolution requirements.

Retention periods may include:

  • Order and transaction records: generally retained for up to six years after the end of the relevant accounting period, or longer where legally required;

  • Customer service and complaint records: generally retained for up to two years after resolution, unless connected to a transaction, legal obligation or continuing dispute;

  • Account information: retained while the account remains active and for a reasonable period after closure;

  • Marketing information: retained until you unsubscribe, withdraw consent, object or the information is no longer needed, subject to periodic review;

  • Suppression records: minimal information may be retained to ensure that an unsubscribe or objection continues to be respected;

  • Security and fraud records: retained for as long as reasonably necessary to protect our services and address legal or security risks;

  • Cookie information: retained according to the lifespan described in our cookie settings or the relevant provider’s documentation.

We may retain information for longer when required by law, where a dispute exists or where it is necessary to establish, exercise or defend legal claims.

When information is no longer needed, we will delete it, anonymise it or securely restrict its use.

11. Data Security

We use reasonable administrative, technical and organisational measures designed to protect personal information against:

  • Unauthorised access;

  • Accidental loss;

  • Misuse;

  • Unlawful disclosure;

  • Alteration;

  • Destruction.

These measures may include access controls, authentication, secure connections, payment security measures, service-provider agreements and monitoring.

No website, transmission method or storage system can be guaranteed to be completely secure. You should use a strong, unique password and avoid sharing account credentials with others.

12. Your Privacy Rights

Depending on your location and the circumstances, you may have the right to:

  • Be informed about how your personal information is used;

  • Request access to your personal information;

  • Request correction of inaccurate or incomplete information;

  • Request deletion of your information;

  • Request restriction of processing;

  • Receive certain information in a portable format;

  • Object to processing based on legitimate interests;

  • Object at any time to direct marketing;

  • Withdraw consent at any time;

  • Request appropriate safeguards regarding certain automated decisions;

  • Make a complaint to a data protection authority.

These rights are not always absolute. We may need to retain or continue using certain information where permitted or required by law.

To exercise a right, email info@forever22.shop. Please describe your request and provide information that allows us to identify the relevant records.

We may ask for reasonable proof of identity before responding. We will not request more information than is necessary to verify your identity and process the request.

We normally respond within the period required by applicable law. We will inform you if additional time is lawfully required.

13. Automated Decision-Making

We may use automated tools to identify potentially fraudulent or high-risk transactions.

We do not ordinarily make decisions based solely on automated processing that produce legal or similarly significant effects without appropriate safeguards.

Where applicable, you may have the right to request information, express your point of view, challenge a decision or request human review.

14. Children’s Privacy

Our website is not directed at children under the age of 13, and we do not knowingly collect personal information directly from children under 13.

If you are under the age of legal majority where you live, you should use our services only with the involvement or permission of a parent or guardian.

If you believe that a child has provided personal information to us inappropriately, contact info@forever22.shop so that we can review and, where appropriate, delete it.

15. Third-Party Websites and Services

Our website may contain links to third-party websites, social media pages or services.

We do not control the privacy or security practices of independent third parties. When you leave our website or use a third-party service, you should review that organisation’s privacy policy.

The presence of a link does not necessarily mean that we endorse or accept responsibility for the third party’s privacy practices.

16. Changes to This Privacy Policy

We may update this Privacy Policy to reflect:

  • Changes to our services;

  • New technologies or service providers;

  • Changes to our data practices;

  • Operational changes;

  • Legal or regulatory requirements.

The updated version will be posted on this page with a revised “Last updated” date.

Where required by law, we will provide additional notice or request renewed consent before making a material change.

17. Complaints

We encourage you to contact us first if you have concerns about how we use your personal information:

Email: info@forever22.shop
Telephone: +44 7755410909

You also have the right to complain to the UK Information Commissioner’s Office:

Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF
United Kingdom

Telephone: 0303 123 1113
Website: https://ico.org.uk/make-a-complaint/

Making a complaint to us does not prevent you from contacting the Information Commissioner’s Office or exercising any other legal right.