Guan Shop Tide Continues To Spread Forever21 Chongqing'S Only Store Closes

Recently, the winning business network found that the US fast fashion brand Forever21 has quietly shut down in the only store in Chongqing, and the surrounding enclosure area has been replaced by Adidas's logo, and posted the notice of "decoration and upgrading, please look forward to".

It is understood that the Forever21 Bayi Plaza store was officially opened in September 27, 2014 and has been operating for more than 4 years.

The store covers an area of more than 2800 square meters, covering all kinds of men's wear, accessories, underwear, men's shoes and other products.

This reporter consulted a person in charge of the Bayi Square, which said that Forever21 was officially closed in February 28th. The withdrawal of the brand is due to the consideration of the business adjustment of the shopping mall. The Adidas brand center will soon enter the area.

At the same time, Adidas brand center Chongqing store will also be the fourth Adidas Brand Center store after Beijing and Shanghai.

As to whether Forever21 can return to the Chongqing market in the future, the official said that at present, the store manager of Forever21 Chongqing has already left, and whether it can return to the Chongqing market is still unknown.

According to its understanding, the brand has yet to cooperate with other shopping centers in Chongqing.

In addition, Forever21 stores in recent years are not ideal.

Prior to that, Forever21 was exposed by the media in the continuous shop information, not only closed the only store in Tianjin and Hangzhou, but also closed the first store in mainland China, Beijing APM.

It is understood that the brand will also be withdrawn from the Taiwan market by the end of March.

The decline of performance, the frequent closure of stores and the slow pace of development are also a common phenomenon of fast fashion brands in recent years. For example, New Look has withdrawn from the Chinese market, GAP has closed a lot and the gross margins of H&M and ZARA have dropped.

The reason behind it may be related to many sequelae of fast fashion brands in recent years in pursuit of expansion speed.

On the one hand, after enjoying the rapid expansion bonus, fast fashion brand gradually lost the enthusiasm of being concerned. On the other hand, under the upgrading of consumption, consumers are more rational and more concerned about the quality and service of products.

However, in recent years, the quality and design styles of fast fashion brands have been criticized. Even some fast fashion brands have become frequent customers of quality checks.

In this regard, the industry believes that if the fast fashion brand wants to regain the eyeballs of consumers again, it should be satisfied with the demand of the consumer groups for the price performance ratio under the premise of "fast".

In the course of development, we should also adapt to the changes in the Chinese market and supply products and contents that are in line with the real needs of consumers in the Chinese market, combined with the local lifestyle of China, not just to impose foreign popular elements on Chinese consumers.

Forever21 brand withdraw from Adidas brand center has been settled

It is understood that after the withdrawal of Forever21 brand, Adidas brand center of new business is ready to enter the decoration.

The original Adidas store in Bayi Square will be rebuilt and upgraded, and the entire Adidas shop will span three floors of the shopping mall, with a floor area of 4714 square meters.

In the future, Adidas brand center will assemble Adidas's full range of multi product products.

The leaders of the Bayi Square told the winning business network that Bayi Plaza is in the stage of adjustment at present. The Bayi Plaza will be more full of sports, fashion and fashion in the future. Apart from the existing sports brands such as Lining, Nike and Adidas, the commercial field is in deep negotiation with many other brands.

As for the adjustment of the project exactly how to win, win network will continue to pay attention.