Core Viewpoint - The American fast fashion brand Forever 21, which exited the Chinese market two years ago, is making a comeback through a partnership with Shanghai Chengdi Trading Co., Ltd, aiming to revitalize its brand presence in China [1][2]. Group 1: Company Background - Forever 21 was founded in 1984 and was once a leading affordable fashion brand, but it has faced significant challenges, including two bankruptcy filings by its parent company in recent years [1][3]. - The brand initially entered the Chinese market in 2008 but struggled with market positioning and brand recognition, leading to its exit after just one year [5]. Group 2: New Market Strategy - The new partnership with Shanghai Chengdi Trading Co. will allow Forever 21 to focus on product production, sales, and marketing across both online and offline channels, with a product range that includes men's and women's clothing, footwear, and accessories [2]. - The brand plans to leverage social media platforms and influencer marketing to target younger consumers and enhance its trendy image [8]. Group 3: Market Challenges - The fast fashion market in China has become increasingly competitive, with established international brands like Zara and H&M and local brands like UR and Hotwind gaining market share [6][7]. - Forever 21's previous attempts to re-enter the market have been met with limited success, raising questions about its ability to regain consumer trust and market position [5][6]. Group 4: Potential Opportunities - The collaboration with Shanghai Chengdi Trading Co. may provide Forever 21 with access to supply chain resources and insights into the lower-tier markets, potentially optimizing costs and expanding sales channels [8]. - If Forever 21 can effectively adapt its product design and marketing strategies, it may carve out a niche in the competitive landscape of fast fashion in China [8].
快时尚品牌Forever 21再返中国市场 胜算大吗？
Sou Hu Cai Jing·2025-08-04 11:03