This article was written by The Zillennial Zine’s spring editorial intern Erika Gay. Find her on Instagram at @erikag0503. If you would like to share an article with The Zillennial, send us an email at thezillennialzine@gmail.com.
I don’t know about you but growing up, Forever 21 was one of my favorite stores to shop at because their clothes were cut, trendy, and inexpensive. My first job was working at Forever 21 and it was a fun experience even though the store could get crazy with all of the products they had. For years, Forever 21 has been a staple in the fast-fashion industry, like its competitor H&M, you are sure to find one at a mall all over the country and world. They are known for their trendy and affordable clothing but over the past couple of years, the quality of their clothes selection has gone down. A lot of people would joke about how you can find a cute top there but you turn it around and on the back, it says something weird like “pizza lover”. It feels like there have been rumors of them going out of business every year but in recent news, it turns out it is happening for real this time. This recent news of Forever 21 closing its stores has left many shoppers wondering what led to this downfall and what it means for the future of retail fashion, so keep reading to hear all about it!
The Rise of Forever 21
To me it seems like Forever 21 has been around my whole childhood, which is pretty much true, so here’s some history on the beginning of the company. Forever 21 was founded in 1984 by Do Won Chang and Jin Sook Chang in Los Angeles, California. Initially named Fashion 21, the brand started as a small store catering to Korean-American shoppers. However, because of its fast success, the company rebranded as Forever 21 and expanded across the United States and internationally. At its peak, the brand operated over 800 stores worldwide and became a go-to destination for fashion-forward individuals looking for cute yet affordable clothing. I remember being in middle school and going to the mall with a solid $20 and Forever 21 would always be my go-to spot to find a cheap top or something that was cute, so I have a lot of personal memories with the store as an employee as well. Forever 21 thrived by offering an in-season inventory inspired by high-fashion trends at a fraction of the cost. The brand catered to younger people, particularly teenagers and young adults, who sought trendy, disposable fashion at an affordable price. One of the best parts was that there were so many products to choose from, many of the locations I visited had two stories to fit all of the inventory on the sales floor. I also loved that they always had a great sale section where you could find some stuff for $5 or less, it did take some hunting but it was worth it. Forever 21 had many pros that made it so popular, however, over time, several factors contributed to its unfortunate decline and inevitable bankruptcy.
The Downfall of Forever 21
One significant challenge Forever 21 faced was the shift in consumer shopping habits. While many people still prefer in-person shopping at malls a lot of retail shopping has shifted to online. With the rise of e-commerce shops like Amazon, ASOS, and Shein, traditional brick-and-mortar stores are starting to struggle to stay in business. Younger consumers increasingly preferred shopping online, where they could browse a wider selection, compare prices, and have items delivered to their doorsteps without visiting a physical store. Additionally, the fast-fashion industry has come under increased scrutiny in recent years due to concerns over environmental sustainability and ethical labor practices. Consumers have become more conscious about where their clothing comes from and the impact of their purchases on the planet. As a result, many shoppers turned to more sustainable brands or second-hand marketplaces, leaving Forever 21 and other fast-fashion retailers struggling to maintain their appeal. Even with their good prices, eco-friendly consumers prefer spending more on quality pieces that will last instead of fast-fashion products. The company also messed up when it expanded very quickly. By rapidly opening large stores in prime mall locations worldwide, Forever 21 overextended itself. Many of these locations failed to make enough sales to pay for their high rent and operational costs, leading to a lot of financial losses. This led to in 2019, Forever 21 filing for Chapter 11 bankruptcy, citing declining sales and overexpansion of physical stores. The company was forced to close hundreds of locations worldwide and significantly downsize its operations. Also, the challenges of the COVID-19 pandemic accelerated the decline of shopping malls, as lockdowns and changing consumer behaviors hurt foot traffic to physical stores.
The Official Ending
While this is sad news for us shoppers and, of course, employees of Forever 21, going out of business does mean really good sales. I would recommend checking out the nearest store to you and seeing when they are closing so you can shop the sales. I have seen up to 90% off which is a very good deal and if you’re looking for some inexpensive summer clothes it might be perfect! At this point, I’m sure it may be a scavenger hunt to find some good pieces, but it may be worth it to buy some affordable pieces for the summer or even vacation. Although this is a sad ending, Forever 21 made a lasting impact on the fashion industry, It introduced millions of shoppers to affordable, trendy clothing and played a pivotal role in shaping the fast-fashion landscape. Many will remember it as a brand that provided an accessible way for young people to experiment with fashion and accessories. Forever 21’s legacy will be remembered as a defining chapter in fast fashion history. Its closure serves as a reminder that even the biggest names must evolve to survive in an ever-changing industry. While the brand may be disappearing from malls, its influence on fashion and retail will not be forgotten. RIP Forever 21.
What was your favorite thing to buy there? Share with us below!
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