Recently, it’s been tough for big stores in shopping malls. But Forever 21 is making a comeback story by doing something unexpected: they’re getting into the wedding dress business.
Forever 21 has had a rough time with money problems. People aren’t going to malls as much as before, partly because of the pandemic and also because they’re shopping more online. This made things even worse for Forever 21, and they had to file for bankruptcy in September 2019.
Because of this, they had to close down lots of stores and cut back on their international business. But then, some companies including Simon Property Group and Authentic Brands bought their stuff, which helped Forever 21 start doing better again.
A Big Move into Wedding Fashion
On April 24, Forever 21 introduced its first-ever collection of wedding clothes, aiming to offer more than just clothes for young people like it usually does.
This collection includes various things like dresses, hair accessories, cowboy hats, and pajamas, covering different parts of weddings.
Making a bridal collection is smart because weddings are still popular, even when other stores are struggling. The prices range from $8.99 to $47.99, and the sizes go from XS to XL, so it’s meant to be affordable for lots of people, which fits with Forever 21’s idea of being cheap.
Forever 21 getting into wedding clothes isn’t just about changing what they sell—it could also show where the whole store industry is going. Other big mall stores like Abercrombie & Fitch are also starting to make wedding clothes.
This shows a bigger change in stores. Brands that usually sell fast fashion are now trying to be part of important life events like weddings.
This smart change by Forever 21 could show other stores how to deal with fewer people coming to malls and changes in how people shop. Forever 21’s ability to change and come up with new ideas might help them do better and be a model for other stores.
Forever 21 going from a bankrupt store in malls to a big name in the wedding market shows how strong the brand is and how good they are at following what people want to buy.
As Forever 21 keeps adding new things to its store, it’s not just staying competitive in the tough world of retail, it’s also changing the way fast fashion works. This story of making a comeback and thinking of new things isn’t finished, and other stores will be watching closely to see what Forever 21 does next in a world that’s always changing.
