知名品牌重返中国

Core Insights - Forever 21 has made its fourth attempt to enter the Chinese market after a year of absence, indicating a persistent interest in the market despite previous failures [1][4] - Other foreign fast fashion brands, such as H&M and ZARA, are also actively enhancing their presence in China, showcasing the country's significance as a strategic market for global brands [3] - The Chinese market has undergone significant changes, particularly in supply chain efficiency and rapid response to consumer demands, which poses challenges for international fast fashion brands [3][4] Company Overview - Forever 21 has exited several international markets since 2016, including Belgium, the Netherlands, the UK, Germany, France, and Australia, and officially left the Chinese market in May 2019 [4] - The brand attempted a comeback in 2021, focusing on e-commerce and social media, but faced challenges in product design, pricing strategy, and marketing, leading to limited online sales and slow offline expansion [4] - In March 2023, Forever 21 filed for bankruptcy protection for the second time in six years, indicating ongoing struggles in its business operations [5]