Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Forever 21 Makes China Market Comeback

Forever 21 is returning to the China market following a high profile exit in 2019. Shutterstock

Forever 21 is returning to China, following the brand’s high-profile exit from the country in 2019, according to an announcement posted Wednesday evening on its official Weibo account.

“The road to return is full of thorns,” the post read in part, before saying that the fast fashion company’s US headquarters has authorised Lasonic Limited Xusheng Co. Ltd and its subsidiary, Xusheng Electrical (Shenzhen) Co., Ltd to be responsible for Forever 21′s business in China.

The brand is already available on Chinese e-commerce platforms Vipshop and Pinduoduo, BoF confirmed, and, according to its announcement on Weibo, further e-commerce rollouts as well as new physical retail stores across the country are also in the works.

This marks the third time Forever 21 is making a run at the China market, after opening a store in Changshu back in 2008, which closed a year later, the brand returned in 2011, and operated 11 stores around China by the time it announced its withdrawal in 2019.

ADVERTISEMENT

Forever 21′s failure in China has been largely attributed to its slow approach to expansion and a digital marketing strategy that left it less visible to young consumers than its high street competitors. At the same time, a retail strategy focussed on huge stores in China’s most expensive shopping streets required a major capital investment that proved difficult to recoup.

Learn more:

Forever 21 Owner Authentic Brands Group Files for IPO

Authentic Brands Group LLC, the owner of brands such as Brooks Brothers, Juicy Couture and Forever 21, filed for a US initial public offering following a year that saw strong earnings growth.

In This Article
Topics

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from China
Go inside the opaque giant that accounts for one-third of global luxury sales.

Where to Engage Shoppers This Chinese New Year

While travel to Europe remains muted, Chinese shoppers are flocking to Singapore, Thailand and other Southeast Asian destinations where fashion retailers are hoping Lunar New Year marketing investments will pay off.


Why Chinese Brands Excel at Down Jackets

Local fashion designers experimenting with puffers and other down clothing have scored collaborations with outerwear companies like Moncler and attracted the attention of prominent international retailers like H.Lorenzo.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
BoF Professional - How to Turn Data Into Meaningful Customer Connections
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
BoF Professional - How to Turn Data Into Meaningful Customer Connections