Shoppers browse the racks of bright clothing scattered around the sprawling floors of Forever 21 in search of the perfect outfit. The blasting sound of the latest pop hits follows customers to the checkout lines and blends in with the excited chatter of teens carrying bold yellow shopping bags.
The Forever 21 in the Westfield Santa Anita Mall is expected to close by the end of the year after the company filed for chapter 11 bankruptcy protection and announced on Sept. 29 that it would close unprofitable stores.
Forever 21 is known for selling popular clothing styles first seen in designer brands at budget-friendly prices. Teens can try out new trends without having to worry about spending too much on clothes that will not be worn regularly. While Forever 21 is unlikely to close up all of its stores, there are several reasons for the retailer’s slow decline.
Many of Forever 21’s online competitors have developed a trend for success that it has yet to adopt. Retailers such as Fashion Nova and Dolls Kill curate a certain aesthetic to target teens while keeping prices affordable. Recent teen fashion trends involve dressing to create an ideal persona; Fashion Nova, in particular, ensures that popular social media influencers who fit their brand image advertise the brand to young consumers.
“I started online shopping because there were more options; it was more accessible and prices were cheaper,” senior Katie Li said. “I’m just looking for the best prices for the quality given.”
Forever 21 tries to appeal to all consumers by carrying menswear, plus-size clothing, lifestyle products and women’s clothing, but this only causes the store to be cluttered and disorganized. Forever 21’s selections do not give off a distinct aesthetic, and the retailer falls behind in social media presence as it relies solely on the appeal of its storefronts.
Aside from aesthetics, quality is also a concern for shoppers as clothing from Forever 21 has become infamous for not lasting very long.
“I actually own a dress from Forever 21 that tore in the inner layer of the dress after washing it once,” TCHS FIDM vice president and junior Amelia Nguyen said. “I feel like Forever 21 is the place I go to if I need a cheap outfit for an event, but when it comes to long term quality, Forever 21 wouldn’t be my first choice and I feel like that’s the same for most of their customers as well.”
Another possible factor leading to Forever 21’s bankruptcy is that Generation Z is more environmentally and ethically-conscious in their shopping choices. Cheap clothing quality usually indicates that the clothes were made with low-wage factory labor in developing countries where human rights are often violated. Climate change is another concern that prompts many to find fast-fashion alternatives or shop at stores that have environmentally-friendly rewards.
With the expected closing of Forever 21 in the Westfield Santa Anita Mall, students may find themselves looking for other stores with affordable yet trendy clothes.
Cotton On is one alternative to Forever 21 that is growing in popularity for their styles and sustainably-sourced cotton material. Uniqlo is slightly more expensive but provides high-quality everyday wear. The retailer also has a repair and reuse program which donates used clothing to refugees, disaster victims and others in need, while unwearable clothing is recycled into plastic fuel pellets.
The most cost-efficient and sustainable shopping can be done in thrift stores such as Savers and online second-hand sites like Depop.
TCHS School Newspaper