Forever 21 Decided To Expand The New Store

The market competition is now moving towards an obvious watershed: when

When we launch the designer's cooperation fund and the more high-end cards,

But it has gone to the other extreme -- a cheaper product line.

Last year, the US fast fashion brand Forever 21, which closed its flagship store in the US, UK and Hongkong last year, has blamed its besieged popularity on the decline of consumers' shopping enthusiasm and the rents rising in the customs area. But recently, its new decision is against the boat. According to Glossy, the fashion industry Glossy, Forever 21 will open a new store in the United States in the future.

This sub line, which was cheaper than the mainline, was first published in 2014, and the price range of the main household consumer group is between 1.9-7.9 US dollars (about 12-60 yuan).

The first batch of F21 RED stores will be opened in Sanantonio, Texas and New York soon. "Linda RED will be an important opportunity in the growth plan," Linda Chang, vice president of Forever 21, said in a statement. "We will bring products with more competitive price advantage to increase the base of consumers."

It can be seen that Forever 21 is going to enter the fast fashion combo with the hat of "price war", and the accompanying criticism is also endless.

Because low cost is often accompanied by compression production costs, which will undoubtedly bring the public opinion crisis to the brand.

The most prominent two point of accusation is that Forever 21 violates the code of business ethics and environmental protection.

In fact, Forever 21's competitors, such as H&M, have been vigorously developing environmental protection technology and environmental protection marketing in recent years, so as to reshape the fast fashion market image. Even if the price of environmental protection series is higher, it will bring profits to the brand.

H&M has also made bold claims that it will pform itself into a positive brand of climate in 2040.

According to the world clothing and shoe net, compared with competing products, Forever 21's environmental statement is the shortest among the fast fashion brands. The American fast fashion supervision organization Good On You confessed to Glossy: "Forever 21 lacks a promise to reduce environmental pollution, but relies on some small initiatives, such as using LED in the store or recycling the express box."

In addition, when the Bangladesh clothing factory caught fire, the fast fashion brand also attached great importance to the labor protection at the supply chain, for fear that they would be involved in the lawsuit of human life again.

Forever 21 is still the only brand that has not signed a Bengal fire safety agreement.

Forever 21 like this, it seems to drag the fast fashion image to the bottom of the valley.

But in comparison with these moral condemnation, Forever 21 may be more concerned about whether expanding the low price market can really help the brand to turn the corner.

For now, there is a suspicion of "Deviation", and Maxine Bedat, co-founder of Zady, believes that consumers have been instilled in some cheap commodities for a long time, resulting in "fast fashion competition becoming a speed war rather than a style and quality war, which will have a great negative impact on society and people."

Now, everyone is talking about the upgrading of consumption. It is hard to say that it will be wise to launch the low end line.

In the US, the Euromonitor report shows that the sales volume of fast fashion in 2015 reached 6 billion dollars, but a recent survey by young people from Ypulse pointed out that 42% of children aged 13-14 now prefer to buy environmentally friendly products, which means that although the capacity of wallets is limited, people will not necessarily spend money on cheap products.

Therefore, the lower price gamble can help Forever 21 recovery, the current situation is not optimistic.

But Paula Rosenblum, a RSR research analyst, believes that the decision is also largely under the pressure of the US retail environment. "We have seen many stores closing and bankruptcy in the close to the retailers."

And Forever 21 can not lose the hard accumulated market share, it must take measures to recapture the position, even if this measure is risky, it will even throw it into the flying spit.

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