市场起起落落，有谢幕的，也有归来的。 近期，深耕中国市场超30年的艾格、黛安芬相继官宣离场。 而曾于2020年退出中国市场的Esprit，通过 停更近5年的公众号发布回归公告：这个上世纪80年代的潮牌，重启中国市场征程。 该品牌此前在济南泉城路附近的知名商场内，也曾经有过。 图片来自Esprit公众号 回归公告称，线下门店将陆续登陆香港、北京、上海、广州、深圳、杭州等一线城市，品牌也将陆续上 线电商平台。上个月，Esprit以香港铜锣湾FashionWalk旗舰店的开业，作为回归首站。 Esprit香港首店开业的消息， 在社交平台掀起了一波情怀热潮，众多网友感叹"一代人的青春"，"满满的 回忆"。不少消费者留言分享与品牌的美好记忆：有人晒出穿了十年的旧衣标签，直言"当年满衣柜都是 它"。 还有不少人迫不及待了，从"等实体店回归"的催促，到"上海、北京门店赶紧安排"的期待，这些留言包 含着老粉对品牌的情感。 有网友晒出当年的明星剪彩旧照：2001年6月23日，张国荣、梅艳芳、林忆莲等港星冒雨出席上海Esprit 旗舰店剪彩仪式，粉丝合唱《月亮代表我的心》。这些细节，都印证着Esprit当年的热度，曾是一代人 眼 ...

Core Insights - Forever 21 is making its fourth attempt to re-enter the Chinese market, following previous exits and bankruptcy filings, which has garnered significant public interest [1][5][10]. Group 1: Brand History and Market Presence - Forever 21 was founded in 1984 and became popular for its fast fashion model, appealing to young consumers with its vibrant and trendy designs [8]. - At its peak, the brand operated over 800 stores in nearly 50 countries, generating annual sales of approximately $4.1 billion [8]. - The brand has previously faced challenges in China, including two bankruptcy filings and multiple market exits due to misalignment with consumer trends and digital transformation [10]. Group 2: Recent Developments - Recently, advertisements for Forever 21 have been spotted in Shanghai, indicating a potential comeback [3]. - The brand's parent company, Authentic Brands Group (ABG), has partnered with Shanghai Chengdi to revamp its operations in China, focusing on both online and offline sales channels [5]. - Forever 21 has announced its presence on social media platforms like Xiaohongshu, promoting its return to the Chinese market with a refreshed brand image [5]. Group 3: Future Challenges - The brand faces the challenge of redefining its image as youthful, fashionable, and trustworthy in a competitive market [13]. - Consumer reactions to the brand's return have been nostalgic, with many expressing excitement about its comeback [15].