Group 1 - Forever 21 is making a fourth return to the Chinese market, with plans to upgrade its business strategy and launch the 2025 autumn/winter collection [1][3] - The brand has experienced a tumultuous history in China, with three previous entries and exits, highlighting challenges in market positioning and digital transformation [3][4] - Authentic Brands Group has acquired Forever 21 and is implementing a global brand licensing model to maintain its influence while focusing on digital-first strategies [3][4] Group 2 - A partnership with Shanghai Chengdi Trading Co. has been established to enhance Forever 21's operations in China, covering production, sales, and marketing across various channels [4] - The brand aims to connect with consumers in both the Chinese and American markets, emphasizing affordable pricing and individual expression to resonate with the new generation of fashion consumers [4][5] - Forever 21 is collaborating with the classic IP "Smurfs" for its autumn/winter collection, focusing on localized strategies in product design, pricing, and marketing [5]
第四次进入中国市场，Forever 21能否破局？
Sou Hu Cai Jing·2025-08-30 07:15