Forever 21 Downfall

Low-price fashion chain Forever 21, owned by Do Won Chang and Jin Sook
Chang a one-time hot destination for teen shoppers that experienced a
huge failure due to poor leadership and mismanagement. Forever 21 was
founded in 1984 and, along with other so-called fast fashion chains like
H&M and Zara, rode a wave of popularity among young customers that
took off in the mid-1990s.

But over the last year or so, fast fashion has fallen out of style. Young
customers are losing interest in throw-away clothes and are more
interested in buying eco-friendly products.
Forever 21 also was burdened by its massive stores that can be as large
as a department store, or more than 100,000 square feet. The company’s
founders, the Changs, wanted to open more locations quickly, and so they
ended up buying bigger shops from now-bankrupt retailers such as Sears,
Mervyn’s and Borders. The poor leadership and mismanagement led to the
downfall of Forever 21.
The total number of stores that will be shuttered, however, remains
unknown, as the company continues to negotiate with landlords.
Reasons of downfall:
1. Losing focus
2. Expanding branches instead of launching a website
3. bankruptcy
4. inconsistency