Known as a symbol of fast trendy fashion, Forever 21 is closing its doors due to the rapidly changing retail market. Its fall is not a signal of the end of fashion, on the contrary, it shows how online stores, like Shein and Temu, are taking over the fashion industry. Forever 21’s outdated style and business model simply couldn’t keep up with competition.
Forever 21 was founded in 1984 in Los Angeles. It popularized fast fashion in the 2000s, and at its peak, the company had over 800 stores worldwide and billions of dollars in revenue.
Its rapid production and trendy affordable style were some of the contributing factors that led to it becoming a notable name brand.
But the fast fashion world evolved while Forever 21 failed to evolve with it. The brand stuck with their mall-based retail strategy even when the industry shifted toward digital platforms. Their clothing, once trendy, began to feel repetitive and out of style. Their inventory piled up as unsold merchandise gathered dust in stores while online-based brands took over the industry. “The prices at the store are really good, but the clothes themselves are not, as they are out of style and ill fitting,” senior Josephina Gaura said.
The brand first filed for bankruptcy in 2019, citing declined sales, poor international expansion and rising competition. Industry experts saw this as a turning point for the fast fashion industry Forever 21 itself helped pioneer.
Competitors, such as Shein, that turn thousands of new clothing pieces every week, and marketplaces like Temu, which rapidly and easily connect consumers with low cost manufacturers, outpaced traditional retailers. Although fast fashion seems very appealing, it is a very detrimental factor for the environment.
“I think the rise of online-only fast fashion is hurting traditional retail stores because stores like American Eagle and Hollister or any other stores that can be found in an actual mall,” said junior Maddie Reed “Although it is fun to go to them, their stuff is much more expensive compared to fast fashion. This makes it easier to just get the same stuff for cheaper on Shein to cross your head.”
Their success can be blamed on their agility when using data, social media and influencers to meet consumers where they are and keep up with the trends as soon as they form. “I feel like Forever 21 doesn’t have cute stuff anymore. On the other hand, since Shein is so cheap and quicker to get new stuff out, they are way more trendy,” continued Reed.
While these online brands played a big role in Forever 21’s downfall, the brand had their own internal mistakes too. Their refusal to modernize their style and shopping experience lingered for too long, so when they attempted to reinvent themselves, it was already too late.
Forever 21’s story is also a commentary on fast fashion itself. While the industry is still booming, concerns of sustainability, labor conditions and overconsumption make most consumers think twice before making a purchase.
Although fading from the spotlight, Forever 21’s legacy remains. As a pioneer, it opened the door to fast, affordable fashion that others have now perfected or exploited. Fashion is fluid, and whether the industry continues to race forward or slow down remains to be seen.
