Forever More Than 21 Is Clearance Sale In The Country Seems To Be Removed From The Country?

In April 20th, the local public number of Shanghai, "deep grit magic city" issued a document saying that Forever 21 will be withdrawn from the country. The flagship store at Nanjing East Road and crystal shopping center in Shanghai is clearing with "75% off, buy one and send one".

It is also pointed out that the only shop in Shenzhen Forever 21 will be closed in April 30th and Beijing shops are clearing up. "Many people are buying cars in a car".

At present, Forever 21 has not officially announced a plan to withdraw stores nationwide, and the phone has not been able to connect with the fashion brand when it comes to the brand official customer service.

Forever 21 Tmall flagship store customer service staff said, did not receive a notice of withdrawal, at present, online and offline prices remain uniform.

Although the brand side is not officially announced, many consumers across the country have revealed the sale of Forever 21 on social media and questioned whether they will withdraw from the local market.

In addition, the official micro letter of Forever 21 has been pushing big information since the end of March this year, and Tmall flagship stores are continuing to offer discounts. These measures have deepened people's misgivings.

The development of Forever 21 in the Chinese market has not been smooth.

The interface fashion has summarized the number of Forever 21 stores from 2008 to the end of 2017 based on public information.

During this period, Forever 21 closed at least 8 stores, and as of the end of 2017, there were 20 stores including Hong Kong, Macao and Taiwan shops.

At that time, the layout of shops was still extensive. Besides Beijing, Shanghai and Shenzhen, there were many shops in Central China, Southern China and southwest China.

But since the end of 2018, Forever 21 has been withdrawn from cities such as Wuhan, Chongqing, Xi'an and Zhengzhou.

There are only 11 shops left in the store's brand information, and the layout is greatly reduced to East China.

Forever 21 is now almost the last line of defense in the first tier cities. However, after entering April, shops in Beijing, Shenzhen and Shanghai began to sell off, and even issued a "clearance sale" sign.

This brings people to worry that Topshop and New Look have withdrawn from the Chinese market in 2018, and whether Forever 21 will become a new fast fashion brand that failed to expand in China.

When the netizens heard about the news of Forever 21 or the withdrawal of the whole country, most people still felt sorry.

When Topshop announced its withdrawal from the Chinese market and its clearance, consumers also felt puzzled when they swept away the goods.

But this sentiment almost stems from the fact that fast fashion brands share the characteristics of cheap and stylish, or the recognition of star products, which does not mean that there is no lack of brand management strategy.

Forever 21 was founded in 1984, the founder is Zhang Dongwen from South Korea.

The brand is like its name. Its style is dominated by the lively and sweet style of girls around 20 years old.

Plus the price is approachable, the product is updated faster, the logistics is fast and so on.

Zhang Dongwen, the founder of Korea, and his wife brought Forever 21 to the United States to expand rapidly with new speed and approachable price.

In 2008, Forever 21 opened the first store in China in Changshu, Jiangsu, but quickly verified that the differentiation strategy of the brand out of the first line market is not suitable for China, so it closed the store and withdrew from the Chinese market.

Back in 2011, Forever 21 pioneered the online channel, and opened its official website and Tmall flagship store in China.

This step is much more than that of Tmall's Zara and TOPSHOP in 2014 and the H&M of the cat store in 2017.

In terms of physical stores, it was based on APM store in Wangfujing, Beijing, which opened in August 8, 2012 and is closed.

Forever 21 is also not very good in other countries.

Before the failure of the Chinese market, it has been losing money in Britain for many years, and in 2016 it withdrew directly from the Scotland market.

The US market, which accounts for 70% of the world's sales, is also a frequent problem. It has not only lost its debts, but also been abandoned by the logistics companies because of its declining profits.

At the end of 2017, when the only store in Sydney withdrew, there was news that Australia would become the next Forever 21 to give up the market.

Brian Duke, an analyst at RBC capital market, said that in such a situation, Forever 21 will lose healthy cash flow in 5 to 10 years.

Forever 21 has also launched more brands to enrich the brand portfolio, such as the creation of a cheaper Forever 21 Red in 2014, and plans to have 1200 stores in the global layout in three years.

In May 2017, the lifestyle brand Riley Rose was launched, specializing in the sale of cosmetics, home and accessories products, and tying up popular beauty products such as E.l.f.Beauty and NYX.

But these two brands are not far from the United States, and far from the original expansion plan.