Remember those big yellow shopping bags, overflowing racks of $5 crop tops, and packed stores at your local mall? That was the golden age of Forever 21, topping the list of budget-friendly fashion empires that made runway-inspired looks accessible to millions of young shoppers worldwide.
However, by March 2025, Forever 21 announced plans to shut down all U.S. operations, marking a significant retreat from the American retail landscape. This decline underscores the challenges traditional retailers face in adapting to the digital age and shifting consumer preferences.
So, what went wrong with Forever 21? Why did it stumble again, even after getting a second chance? Let’s break down the three main reasons behind Forever 21’s downfall: a warning for any brand battling to survive in the cutthroat world of fast fashion.
Forever 21 – How a Fashion Empire Captured the Mass Market?
It began in 1984 when Do Won Chang and his wife, Jin Sook Chang, Korean immigrants, opened a modest 900-square-foot store in Los Angeles under the name Fashion 21. The store targeted the Korean-American community with trendy yet affordable clothing, making $700,000 in sales in its very first year.
What made Forever 21 stand out in the crowded fashion industry was its “fast fashion” model. The brand quickly translated runway trends into budget-friendly apparel, often delivering them to stores within weeks. This lightning-speed supply chain attracted teens and young adults eager to wear the latest styles without breaking the bank.
Throughout the 2000s, Forever 21 aggressively expanded, both domestically and globally. Its large-format stores often replaced closed-down anchor stores in malls, giving the brand a strong physical presence. Celebrity endorsements, influencer marketing, and appeal to the Instagram generation helped cement its image as a go-to fashion destination.
By 2015, Forever 21 had become a $4.4 billion empire with over 800 stores in 57 countries, making it one of the largest specialty apparel retailers in the U.S.
The Demise of Forever 21 – From Global Giant to Bankruptcy
First Bankruptcy Filing (2019)
In September 2019, Forever 21 filed for Chapter 11 bankruptcy, marking a pivotal turning point in the company’s history. This filing was a response to the brand’s mounting financial difficulties, which were driven by several factors such as declining sales, failure to compete in E-commerce & massive shift in consumer preferences, which we will discuss in detail in the upcoming section.
The bankruptcy filing allowed Forever 21 to restructure its operations, renegotiate its debts, and attempt to turn its business around. The bankruptcy allowed Forever 21 to restructure operations and cut losses. It announced plans to close 178 stores globally and exit unprofitable international markets to focus on core regions like North America.
The Role of Authentic Brands Group
After Forever 21’s first bankruptcy in 2019, it was acquired in early 2020 by Authentic Brands Group (ABG), along with Simon Property Group and Brookfield Properties. Known for reviving struggling retail brands, ABG aimed to reposition Forever 21 for a digital-first future.
However, despite efforts like influencer collaborations, global expansion, and e-commerce upgrades, the brand couldn’t shake off its outdated image. The revival lacked long-term impact, and Forever 21 continued to lose relevance in a market dominated by agile, trend-savvy competitors.
Second Bankruptcy Filing (2025)
The second Chapter 11 bankruptcy filed by Forever 21 in 2025 followed several years of struggling to revive the business following the initial bankruptcy in 2019. Following the first bankruptcy, Forever 21 came under the ownership of Authentic Brands Group (ABG), a company known for reviving distressed retail brands like Aeropostale and Barneys New York. ABG, along with retail real estate giants Simon Property Group and Brookfield Properties, aimed to stabilize and reposition Forever 21.
Despite the strategic shift and financial backing, the brand continued to face deep-rooted structural issues, including an outdated business model, poor digital infrastructure, and a rapidly changing fashion landscape. Even with new management, Forever 21 struggled to shake off its “fast fashion dinosaur” image. The management’s efforts, like digital collaborations, celebrity partnerships, and product line revamps, failed to resonate long-term with modern shoppers.
The second bankruptcy filing in 2025 reflected deeper structural issues within Forever 21’s business model, which were exacerbated by external factors such as the decline of mall-based shopping and the rapid rise of e-commerce. Despite its early success, Forever 21 struggled to adapt to the changing retail environment and ultimately became another casualty of the shifting dynamics of the fashion industry. As a result, they closed all U.S. stores.
The Downfall of Forever 21 – 3 Critical Mistakes That Sank the Brand
Overexpansion and the Decline of Mall Traffic
Forever 21’s aggressive expansion strategy, which initially seemed like a winning formula, began to backfire. The brand’s massive stores in prime mall locations were once a key to its success. However, as e-commerce gained popularity and consumer preferences shifted, physical retail lost its appeal. Malls, which had once been bustling hubs for shopping, saw a decline in foot traffic, impacting brands like Forever 21 that relied heavily on in-person sales.
By the time Forever 21 realized the shift in consumer behavior, it was left with a large number of underperforming stores that drained resources. The high overhead costs of maintaining these locations proved unsustainable, especially as more consumers embraced online shopping. This contributed to the brand’s first bankruptcy filing in 2019.
Missed E-Commerce Opportunity
While competitors like Zara, H&M, and ASOS rapidly adapted to the digital era, Forever 21 lagged. The company’s e-commerce platform remained outdated, offering a cumbersome shopping experience that couldn’t compete with more user-friendly, efficient websites.
Even after Forever 21 attempted to revamp its online presence, the damage was done. The brand struggled to shed its outdated image, with digital-first competitors like Shein gaining significant market share. Forever 21 couldn’t effectively meet the evolving needs of consumers who preferred shopping online, contributing to a steady decline in its customer base.
Changing Consumer Preferences and Ethical Concerns
Perhaps the most significant factor in Forever 21’s downfall was its failure to evolve alongside changing consumer values. As sustainability became a key concern for modern shoppers, Forever 21’s fast-fashion model drew increasing scrutiny for its environmental impact. Brands like Patagonia and Everlane, which prioritized ethical production and sustainability, grew in popularity, especially among millennials and Gen Z.
Additionally, Forever 21 struggled with inclusivity, particularly with size diversity, and failed to respond to growing demands for body-positive fashion. Forever 21’s failure to adapt to these shifts caused its once-loyal customer base to move on to more aligned competitors.
Lessons Learned and Conclusion
The downfall of Forever 21 serves as a powerful reminder that adapting to the fast-changing retail world is crucial. The brand failed to keep up with consumer behavior changes and digital transformation. Despite the growing popularity of e-commerce and mobile-first experiences, Forever 21 continued to rely heavily on outdated physical retail strategies. The brand appeared out of touch with modern shoppers due to its inability to adapt to a tech-driven world.
Forever 21 was once the go-to mall brand, but after two bankruptcies, its story is now a warning for businesses everywhere. It adapted and changed fast fashion forever, but when it refused to rethink its old ways, it fell behind its competitors. Its downfall proves one thing: in retail, you can’t just chase trends, you have to plan, innovate, and grow smartly to survive. Forever 21’s legacy reminds us that in business, growth without innovation is simply a countdown to collapse.
Shein acquired a one-third stake in Forever 21’s operating company, Sparc Group.
Why is Forever 21 closed in India?
The decision to potentially close Forever 21 stores was influenced by years of financial losses they have incurred, leading to withheld royalties and rent payments to maintain operations.
Is Forever 21 an Indian brand?
Forever 21, is an American multinational fast-fashion retailer headquartered in Los Angeles, California.
Aditya Birla Fashion and Retail Limited (ABFRL) is a prominent player in the Indian fashion industry and is part of the prestigious Aditya Birla Group. With a rich bouquet of leading fashion brands and retail formats, ABFRL is India’s first billion-dollar pure-play fashion powerhouse. The company has an impressive portfolio of businesses, including Madura Fashion & Lifestyle and Pantaloons, two of the most renowned Indian fashion icons. ABFRL has brought together the learnings and expertise of these two brands to create a synergistic core that will act as the nucleus of the future fashion businesses of the Aditya Birla Group. The company’s commitment to innovation and customer satisfaction has earned it a prominent place in the Indian fashion landscape, and it continues to strive for excellence in all its endeavors.
Aditya Birla Fashion and Retail Limited (ABFRL) is a leading fashion and lifestyle company in India that manages an impressive portfolio of well-established brands. Some popular brands under its umbrella include Louis Philippe, Van Heusen, Allen Solly, and Peter England, which have been around for over 25 years. Each of these brands has a distinct identity and offers a unique range of fashionable clothes, footwear, and accessories to cater to the diverse needs of consumers across the country. ABFRL’s commitment to quality, innovation, and customer satisfaction has helped it maintain a strong presence in the highly competitive Indian fashion market. Below is the Aditya Birla Fashion brands list:
Van Heusen is a renowned brand committed to delivering high-quality products designed, sourced, and produced responsibly. The brand’s history dates back to 1881 when it was founded in Pottsville, Pennsylvania. However, it was in 1919 when Dutch immigrant John Manning Van Heusen was granted a patent for a new process he created that fused cloth on a curve, which marked a significant milestone for the brand.
Today, Van Heusen has established itself as a Heritage Brand that balances classic and modern styles while providing comfort and innovation in everyday essentials. The brand is committed to sustainability and protecting the environment, so it has launched a new line of products made from up to 30% recycled materials, including camp shirts, and 100% recycled materials, including polos and tees. The Higg Index played a significant role in helping Van Heusen make better design and material choices, ensuring their products are fashionable and environmentally friendly.
Peter England
Aditya Birla Clothing Brands – Peter England
Peter England is a renowned brand that has been manufacturing traditional British shirts since its establishment in 1890. In its early years, the brand gained recognition as a significant supplier to the British Military. Today, the brand has evolved and is split between two owners, the M2C2 Group from the UK and the Aditya Birla Group from India. Both businesses operate independently, catering to different marketplaces with distinct product ranges.
Despite its evolution, Peter England maintains a current and innovative design philosophy. The brand offers a full range of products, including excellent shirts and fantastic customer service, through its dedicated website launched in 2017. Customers can buy from either of the brand owners with confidence, thanks to the brand’s commitment to quality and customer satisfaction.
Peter England’s success is attributed to its ability to remain updated with the latest fashion trends and closely follow the market and customer demands. This allows the brand to bring new and exciting products much earlier than its competitors. Hence, Peter England has become a reliable and trustworthy brand that customers can rely on for their fashion needs.
Louis Philippe
Aditya Birla Clothing Brands – Louis Philippe
Launched in 1989, Louis Philippe is an Indian brand of men’s apparel and is known for representing their style and status. The name is the first brand to introduce international fashion trends, experimenting with different weaves in fabric, offering seasonal collections, and establishing a widespread clothing range, including trousers, suits, blazers, and accessories. Named after Louis Philippe, King of France, from 1830 to 1848, the brand is one of the largest apparel brands in India as of 2018. Louis Philippe has constantly innovated and ensured that for every occasion, the consumer wore a readymade garment; it had ‘nothing but the best’ in its product offering. It has always stretched the price value equation in favor of the consumer. It identifies each possible occasion of its consumer and offers ‘Nothing but the best’ in merchandise.
The history of Allen Solly dates back to 1744 when William Hollin established it, and Co. Ltd. Madura Garments acquired the brand in the 1990s, further increasing its popularity. Aditya Birla Group took over Allen Solly in 2001, further accelerating the brand’s growth. In 2002, Allen Solly became the first Indian brand to introduce work fashion for women. It was widely welcomed by working women across the country, and it now had a reliable brand that catered to their fashion needs.
Allen Solly is a brand that has had a significant impact on the dressing styles of Indian officials. It is widely recognized as the pioneer in bringing the semi-formal fashion revolution to the Indian market, which has left a lasting impression on the youth and professionals alike. In recent years, the brand has continued to progress rapidly, becoming one of the fastest-growing brands in India.
Van Heusen Innerwear
Aditya Birla Group Clothing Brands – Van Heusen Innerwear
Van Heusen Innerwear has made quite a name since its launch and has emerged as a significant player in the mid-premium segment. Despite being a new entrant in the market, the brand managed to hold its own against established competitors, thanks to its focus on fashion and innovation, coupled with technologically superior quality products.
Van Heusen Innerwear offers various products catering to different needs and preferences. For those who prefer classic styles, the brand offers a range of elevated everyday essentials with timeless design aesthetics and functional finishes. The platinum range, on the other hand, is designed for those who seek premium underwear made of superior fabrications. The signature range is for those who want to make a statement with fashionable underwear that can be flaunted.
But that’s not all. Van Heusen Innerwear also offers an active range of sports innerwear that is function-driven and made with superior performance fabrics, such as 100 percent mesh and neon accents. Whether hitting the gym or playing sports, this range is designed to keep you comfortable and performing at your best.
The Collective
Aditya Birla Clothing Brands – The Collective
The Collective is a one-of-a-kind, super-premium retail concept offering an extensive and exclusive range of high-end fashion brands housed under one roof. With over 100 of the world’s leading fashion brands on offer, The Collective provides a unique perspective on personal style for each individual. The store features a comprehensive range of apparel options, including formal, semi-formal, casual, denim, and activewear, from iconic brands like Armani Jeans, Armani Collezioni, Versace Collection, Versace Jeans, Hugo Boss, True Religion, Vivienne Westwood, Lagerfeld, McQ Alexander McQueen, and many more.
In addition to the apparel collection, The Collective boasts an extensive range of accessories that can be mixed and matched to create the perfect ensemble. The accessory brands include celebrated names such as Love Moschino, Tateossian, Michael Kors, Lulu Guinness, and many more. You can complement your outfit with a wide range of fashion watches, cufflinks, shoes, ties, belts, leather products, jewelry, and sunglasses, all meticulously curated to cater to individual tastes and preferences.
Forever 21
Aditya Birla Fashion Brands – Forever 21
Forever 21 is a popular fast-fashion retailer with a global presence, headquartered in Los Angeles, California, United States. The company was initially founded as a small store named Fashion 21 in Highland Park. Since then, it has expanded its reach to various countries worldwide.
In the summer of 2022, Forever 21 took another significant step towards expanding its operations by opening a new flagship store in India. Aditya Birla Fashion and Retail, a leading fashion company in India, licenses this particular store. The store is expected to offer various trendy clothes and accessories to cater to the Indian market’s ever-growing fashion needs.
Apart from the flagship store, Forever 21 already operates 12 brick-and-mortar stores across India. It also sells its products online through Myntra, a popular online fashion portal in India. The company’s dedication to providing affordable yet fashionable clothing has made it a go-to brand for many fashion-conscious individuals in India.
In August 2017, Aditya Birla Fashion and Retail brands forged a multi-store retail and eCommerce license agreement with the globally renowned fashion giant American Eagle Outfitters Inc. American Eagle Outfitters has been revolutionizing the fashion industry since 1977, focusing on catering to young, trend-setting fashion enthusiasts. As reflected in its designs, the brand has always celebrated individuality, freedom, and self-expression. Each AE jeans is a blank canvas for self-expression, providing a foundation for creating any look. With its representation of American youth culture and casual American style, the brand caters to all young people looking to express themselves and their individuality through fashion. These youths are not just trend followers; they are trendsetters. With their unique sense of style, they have the power to create fashion trends that others can only aspire to follow.
Reebok
Aditya Birla Fashion Brands – Reebok
Reebok International Limited is a well-known American brand that produces high-quality fitness footwear and clothing. Authentic Brands Group currently owns it. It was first established in England in 1958 as a companion company to J.W. Foster and Sons, a sporting goods company.
One of Reebok’s most impressive innovations is the Liquid Factory technology developed by the Reebok Future Innovation House. This technology utilizes a robot to extrude liquid polyurethane and “draw” shoe components without traditional shoe moulds. This allows for greater flexibility and customization in manufacturing, resulting in shoes that fit better and perform better.
In 2021, the Indian and Southeast Asian distribution and manufacturing rights for the Reebok sports brand were acquired by Aditya Birla Group. This move has expanded Reebok’s reach and influence in these regions, allowing more people to access and enjoy their high-quality products.
Ted Baker London
Aditya Birla Fashion Brands – Ted Baker London
Ted Baker is a well-known British clothing retail company established in 1988 in Glasgow, Scotland. Over the years, the brand has expanded globally with more than 500 shops and concessions. Ted Baker London is a fashion and lifestyle brand that elevates everyday Britain by incorporating gleaming details into its designs. The brand aims to offer high-quality clothing and accessories with a quirky and fun British sense of humor. The collection perfectly blends traditional and modern fashion, reflecting popular culture with a touch of style and humor.
The menswear merchandise of Ted Baker London celebrates fashion and the contemporary British spirit. The collection is designed to appeal to men who desire high-quality clothing that is both stylish and comfortable. The quirky and fun designs reflect the brand’s unique sense of humor.
The womenswear line of Ted Baker London is a fresh and feminine mix of exquisite European elegance with London flair, emphasizing surface decoration. The brand’s designers aim to create designs that are both sophisticated and fun, with a focus on attention to detail. The collection is designed for women who want to feel confident and stylish, whether dressing up for a special occasion or dressing down for a casual day out.
Hackett London
Aditya Birla Fashion Brands – Hackett London
Hackett Limited is a well-known British retailer offering its customers multi-channel clothing options. Jeremy Hackett and Ashley Lloyd-Jennings established The company in 1983 in London, England. Initially, Hackett Limited started as a small stall on London’s Portobello Road, where the founders began creating their garments by blending traditional styles with modern cuts. This unique style was perfect for those who wanted to experience Savile Row without the associated costs. Over the years, the brand has grown from strength to strength. It has become a leading provider of traditionally inspired menswear. Hackett Limited boasts a dedicated global following and has over 160 stores in more than 30 countries. The company offers various specific tailoring lines to cater to the particular needs of its customers.
In 2012, Hackett Limited formed a 50:50 joint venture with Madura Fashion and Lifestyle, owned by Aditya Birla. This strategic partnership targeted India’s luxury menswear fashion market. Today, the brand inspires men worldwide with its unique and timeless fashion offerings, backed by a rich legacy of excellence and craftsmanship.
Ralph Lauren Corporation is a prominent American fashion company founded in 1967 by the legendary fashion designer Ralph Lauren. With its headquarters in the bustling city of New York, the company produces a wide range of products that cater to different market segments, from mid-range to luxury. Ralph Lauren is renowned for its exquisite marketing and distribution of products in four categories – apparel, home, accessories, and fragrances. The company’s flagship brand, Polo Ralph Lauren, has enjoyed massive success, and its other brands include mid-range, sub-premium, and premium labels, up to its highest-priced luxury Purple label apparel. Ralph Lauren’s clothing line has significantly influenced fashion trends, and its attention to detail, satisfactory quality, and timeless design have made it a favorite among many fashion enthusiasts.
Simon Carter London
Aditya Birla Brands – Sion Carter London
Simon Carter Ltd. is a renowned British fashion design company specializing in men’s accessories and menswear. It was founded in London in 1985 by its eponymous director, Simon Carter. The brand is celebrated for its unique and playful designs that celebrate the spirit of eccentricity and curiosity.
One of Simon Carter’s notable designs is the ‘Aspirin cufflink’, created in 1995. The cufflink features a small screw-top container that is similar in size to a headache pill. The design was so innovative and creative that Simon Carter was dubbed “The King of Cufflinks” by Absolute magazine, a Brighton-based publication.
Since its launch in London in 1985, Simon Carter has gained a massive following, including the Royal Family, who are among its admirers. In 2017, ABFRL brought the brand to India, where it has continued to grow and excite fashion enthusiasts. The Simon Carter menswear collection is a playful mix of prints and colors, with designs inspired by Simon’s adventures with his pet dog, Gervaise. The brand’s retail identity has also been recognized, winning several awards. With its exuberant merchandise and exciting journey in India, Simon Carter is a brand that continues to captivate its followers and cement its place as a leader in the world of fashion.
Jaypore is a highly regarded ethnic brand that has gained popularity for its exceptional range of artisanal products from India. The brand has been dedicated to making some of the most beautiful Indian products accessible to customers worldwide. Jaypore is committed to preserving and reviving authentic Indian products well-suited for a modern lifestyle. The company sources products from over 70 craft clusters and meticulously curates exquisite collections prominently showcased on its website. The brand’s products are now available in 20 stores across several major cities in India, including Delhi, Bangalore, Mumbai, Pune, Indore, Kerala, Lucknow, Ahmedabad, and Hyderabad.
The brand has earned high respect and reputation quickly, thanks to its handpicked curations and differentiated products. Jaypore has become India’s leading destination for craft-based artisanal goods. The brand’s products are shipped worldwide, catering to a global audience that values Indian craft and heritage.
Tasva
Aditya Birla Brands – Tasva
Tasva is a fashion label created in collaboration with ABFRL and Tarun Tahiliani, one of India’s most renowned fashion designers. The label aims to make Tahiliani’s unique style accessible to a broader range of fashion enthusiasts. For the first time, the designer has ventured into translating his vision for a larger audience of wearers who share his deep passion for Indian hues, silhouettes, and drapery. The pricing of the garments is incredibly affordable, making it possible for people to own an authentic Tahiliani original at a price point that was previously unimaginable.
Tarun Tahiliani is known for his expertise in infusing Indian craftsmanship and textile heritage into a tailored silhouette. At Tasva, he brings his immense understanding of fit, fabric, and fashion to the fore, allowing people to experience the magic of his designs first-hand. The label is a celebration of Indian fashion and culture, and it reflects Tahiliani’s vision of creating timeless pieces that are both elegant and contemporary. Aditya Birla Fashion and Retail has strategic partnerships with designer Tarun Tahiliani.
Marigold Lane
Aditya Birla Brands – Marigold Lane
Marigold Lane is a famous Indo-western brand that understands the needs and preferences of the modern Indian woman. This brand offers refined ethnic fusion apparel that perfectly reflects the unique and multi-dimensional personality of independent Indian women. The collection boasts an elegant mix of contemporary silhouettes, vibrant prints, and elevated fabrics that cater to the evolved style sensibility of today’s women. Each design story from Marigold Lane is carefully crafted with a different aesthetic, drawing inspiration from art, architecture, and cultures across the globe. The brand offers a premium outlook with novelty in artistry and carefully chosen fabrics that elevate the overall look and feel of the apparel.
Marigold Lane is more than just a brand. It is a complete women-centric take on ethnic fashion that aims to change the old and boring narrative with fresh experiential shopping full of zest. The first Marigold Lane store has been designed to make an empowering statement, creating an environment where women can feel comfortable, confident, and beautiful.
Sabyasachi Mukherjee, a renowned Indian fashion designer, was born on 23 February 1974 in a middle-class Bengali family. Since his childhood, he has had a keen interest in handicrafts and craftsmanship. The ace designer Rohit Khosla was inspired by his inclination towards design and fashion. In 2005, Sabyasachi debuted in Bollywood as a costume designer for Sanjay Leela Bhansali’s film “Black,” which earned him the National Award for Best Costume Designer for a Feature Film.
Sabyasachi’s love for Indian handlooms led him to bring the best of Indian threadcraft and designs to the forefront. He has successfully built a brand that is truly Indian at heart and global at scale. His unique and elegant designs have made him a favorite among Indian brides, and his fans have coined the term “Sabyasachi Bride” for women who aspire to wear his creations on their special day. Sabyasachi’s contributions to the fashion industry have been remarkable. He has revived traditional Indian textiles, including Benarasi weaves, Kanjeevarams, and Chikankari, and has given them a contemporary twist. His designs reflect a perfect blend of traditional and modern aesthetics, making them timeless and appealing to people of all ages and cultures.
Shantnu and Nikhil
Aditya Birla Fashion Brands – Shantnu and Nikhil
Shantnu & Nikhil is a renowned Indian Couture label founded by two brothers, Shantnu Mehra, and Nikhil Mehra, in 2000. Recently, Aditya Birla Fashion and Retail Limited (ABFRL) acquired a majority stake of 51 percent in Finesse International Design Private Limited, the parent company of this luxury fashion label, in a 60-crore deal. Over the last two decades, Shantanu and Nikhil have brought a refreshing perspective to the Indian fashion industry by blending the richness of vintage India with the modern celebratory spirit of the country. Their brand philosophy revolves around inclusivity, gender fluidity, and offering sartorial choices that challenge the conventional norms of bridal wear.
This belief has created the foundation of the Shantnu & Nikhil philosophy, which has redefined the Indian fashion narrative. With ABFRL’s partnership, the label aims to take its unique blend of traditional and contemporary fashion to a global audience and reinvent the conversations around luxury wear. Shantnu & Nikhil’s journey as a brand has been marked by progressivism and distinctiveness, which has made it one of the most sought-after couture labels in the country. With ABFRL’s backing, Shantnu & Nikhil are poised to take Indian fashion to new heights and set new benchmarks in the industry.
Masaba
Aditya Birla Fashion Brands – Masaba
House of Masaba is a proud diffusion label in India that takes pride in its Caribbean heart. The brand was established in 2009 by Masaba Gupta to blend two diverse cultures and thoughts to create unconventional motifs and prints that can transform everyday mundane items into something whimsical and extraordinary. The label’s fusion of Masaba’s cultural identity with her aesthetic has given a whimsical twist to the modern style.
House of Masaba caters to women across all age groups and body types with fuss-free and unique silhouettes that are not restricted to any specific size or stereotype. It is a diffusion line that has made its mark in resort wear and destination weddings. The brand’s signature colors, motifs, and aesthetics have found their way into collaborations across all product categories. Over the years, the brand has expanded into Menswear, Fashion Jewellery, Swimwear, and Beauty.
The partnership with ABFRL brands aims to create a young, aspirational, and digital-led portfolio across the affordable luxury segment in the fashion, beauty, and accessory categories. The idea is to offer something for everyone and cater to the needs of people who want to indulge in luxury at an affordable price. With House of Masaba, customers can expect unique silhouettes, quirky prints, and vibrant colors that are sure to make a statement.
Style Up
Aditya Birla Fashion Brands – Style Up
Aditya Birla Fashion and Retail (ABFRL) recently introduced a new chain of value fashion stores called Style Up. These stores offer a wide range of ethnic and Western clothing and accessories for men, women, and children, catering to the needs of all age groups. Style Up’s primary focus is to provide its customers with affordable yet high-quality fashion clothing.
One of the most attractive features of Style Up is that they regularly update their merchandise to offer their customers something new and fashionable for every occasion. The chain targets shoppers in small cities across India, providing them with an excellent opportunity to access the latest fashion trends without traveling to bigger cities. The stores are typically large format, covering an area between 6,000 sq ft to 8,000 sq ft. This ensures that customers can browse various products in a spacious and comfortable environment. The chain’s focus on quality and regular product updates make it an excellent choice for those who want to stay up-to-date with the latest fashion trends.
TMRW
Aditya Birla Fashion Brands – TMRW
TMRW is a unique “House of Brands” venture powered by technology and backed by the Aditya Birla Group. With over 50 years of experience building successful businesses and beloved brands, the Aditya Birla Group is known for creating long-lasting and memorable consumer products. TMRW’s ultimate goal is to accelerate brands that cater to every aspect of consumers’ lifestyles. The venture is focused on empowering fashion and lifestyle brand founders by providing them with cutting-edge technology and innovative designs tailored to their target audience‘s needs and preferences. TMRW believes in creating brands that are not only aesthetically pleasing but also functional and responsive to consumers’ needs. With a passion for innovation and a commitment to excellence, TMRW aims to revolutionize the fashion and lifestyle industry through technology, creativity, and consumer-centric design.
Pantaloons
Aditya Birla Fashion Brands – Pantaloons
Pantaloons, a famous fashion brand, began its journey in 1997 under the Future Group, with Kishore Biyani at the helm. It was initially incorporated as Manz Wear Private Limited and underwent a series of name changes before being rebranded as Pantaloons Retail Limited on July 7, 1999. Later, the brand was acquired by the renowned Aditya Birla Group.
Pantaloons has established itself as a go-to destination for fashion-savvy and style-conscious individuals, especially the trendsetting millennial customer of today, who is confident, expressive, and always looking for something new and exciting. With a vast collection of over 200 world-famous brands, the brand offers various styles across categories and occasions.
Pantaloons’ vast collection of trendy clothing, accessories, and footwear caters to the ever-evolving fashion needs of its discerning customers. With a focus on quality, comfort, and affordability, the brand provides its customers with everything they need to enhance their clothing style. In summary, Pantaloons is a playful and youthful fashion destination that inspires you to express your unique style with confidence and flair.
Fred Perry is a British brand renowned for its distinctive and stylish sport and casual fashion label, founded in 1952. The brand was named after Frederick John Perry, a legendary tennis player and one of the founders. The brand has earned its place in the fashion industry and has become famous for its polo t-shirts, which have been the epitome of style since the 1950s.
What sets Fred Perry apart is its ability to create stylish, well-fitted sports outfits, making it a fashion label that introduces practical, well-fitted sports outfits to the fashion world. The brand has achieved the perfect blend of sportswear and street fashion, making it a go-to brand for fashion-conscious individuals who want to look good while staying comfortable and active.
Fred Perry’s iconic laurel wreath logo has become a symbol of style and quality, and its clothes are worn by people worldwide. The brand’s product range has expanded to include a wide range of sportswear, casual wear, and accessories that cater to every individual’s fashion needs. From classic polo shirts to stylish jackets, Fred Perry has something for everyone, making it a brand that has stood the test of time and continues to be a fashion leader.
TIGC
Aditya Birla Fashion Brands – TGIC
Founded in 2012 by Anant Tanted, The Indian Garage Company (TIGC) has built a strong reputation as a fast-growing, asset-light, EBITDA-positive D2C brand in the casual wear space. In 2023, TMRW backed TIGC with an investment of ₹155 crore, recognizing its impressive growth story.
Focused on bringing trendy casual fashion to India’s Gen-Z consumers, TIGC is now aiming to expand across multiple sub-categories and reach even more customers across the country.
Beyond its flagship TIGC brand, the company has recently launched FreeHand, a women’s wear line, and HardSoda, a plus-size clothing brand, further broadening its appeal.
Looking ahead, TIGC plans to continue its momentum by expanding into new categories and go-to-market channels, while tapping into the power of technology to drive the next phase of its growth.
Bewakoof
Aditya Birla Fashion Brands – TGIC
At Bewakoof, it’s never just about clothes — it’s about making a statement! Since 2012, we’ve been all about celebrating individuality with styles that are comfortable, bold, and full of personality.
From unique prints to the latest must-haves in casual wear, loungewear, and accessories, everything we create is designed to help you express yourself loud and proud.
Our collections are packed with fresh energy, perfectly in tune with the unstoppable spirit of today’s youth. Plus, with 30+ official fandom merchandise options, Bewakoof gives you the perfect way to show off your passions and vibe with your squad in style.
FAQs
What is Fred Perry?
Fred Perry is a British brand renowned for its distinctive and stylish sport and casual fashion label, founded in 1952.
When was Pantaloons founded?
Pantaloons began its journey in 1997 under the Future Group, with Kishore Biyani at the helm. It was initially incorporated as Manz Wear Private Limited and underwent a series of name changes before being rebranded as Pantaloons Retail Limited on July 7, 1999. Later, the brand was acquired by the renowned Aditya Birla Group.
What is Tasva?
Tasva is a fashion label created in collaboration with ABFRL and Tarun Tahiliani, one of India’s most renowned fashion designers. The label aims to make Tahiliani’s unique style accessible to a broader range of fashion enthusiasts.
Which is Allen Solly parent company?
Allen Solly, originally founded in England in the 18th century, was fully acquired by Madura Garments (part of the Aditya Birla Group) in 1993.
In the era of Western Fashion, Forever 21 is no stranger! The very prominent apparel brand was founded by Do Won Chang and his wife, Jin Sook Chang. Forever 21 is an American-based brand, headquartered in Los Angeles, California, United States.
In the beginning, the brand was called Fashion 21, which was later grown into a huge clothing line of shops under the brand names Love 21, Heritage, XXI Forever, and Forever 21. The American fashion brand was founded in 1984, and ever since its establishment, the company has seen immense success. In fact, today, Forever 21 owns over 550 stores across the globe.
Forever 21 was established to offer a broad range of women’s clothing, but now, the brand has widened its categories and included various sections like Men, girls, kids, lifestyle accessories, and others.
A huge fraction of the apparel manufactured by Forever 21 is from China and then exported to other countries like the United Kingdom, the Middle East, and the United States. The company functions with annual revenue of $4 billion. In this article, we will discuss the marketing strategies of Forever 21. Let’s get started!
Forever 21 has been around for a long time now, it offers a wide range of clothing in all categories for men, women, and kids. The brand has a very strong position in the global market with a diverse range of product portfolios.
From kids to adults, you can find clothing for all ages. Its main target for clothing products is adults, kids, and toddlers. Forever 21 provides jeans, tops, jumpers, lingerie, and many other clothing products.
Besides its clothing section, Forever 21 also provides accessories sections, including belts, ties, hats, gloves, sunglasses, and many more. Moreover, its jewelry section includes products like watches, body jewelry, pins, brooches, and others.
Apart from this, Forever 21 also offers footwear products like loafers, wedges, sandals, boots, and heels. Forever 21 keeps its product range distinct and with great customer engagement.
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Forever 21 puts its major focus on attracting women of all ages. Its products are specially designed in such a way that they satisfy the fashion sense and style of women, from teenagers to adults.
Forever 21 is ranked at 121st position in the list of top 1000 Internet retailers in 2023 (according to Digital Commerce 360), This is a significant drop from its previous rank of 2nd in 2019. Around 45% of the brand’s entire online customers are millennial women.
With these high-rated customers, Forever 21 makes a fancy annual revenue of around $4 billion, which certainly is a huge figure. And that’s why it mainly focuses on females from all categories. Although the brand does offer men’s collections, its major market revenue source is women.
Rise and Fall of Forever 21
Pricing Strategy of Forever 21
Forever 21 is widely famous for its strategic pricing techniques. The brand offers great pricing deals according to the demands of the fashion product. Forever 21 is receiving great responses from the customers as well. Brand’s valuation in the global market is increasing by great percentages. The brand is one of the top fancied brands with its incredible marketing policies and strategic planning.
Forever 21 is able to keep its prices low by controlling its costs. The company has a vertically integrated business model, which means that it controls all aspects of the production process, from design to manufacturing to retail. This allows Forever 21 to eliminate middlemen and reduce costs. Forever 21 often offers bundle pricing on its products. This means that customers can buy two or more products for a discounted price. This strategy helps the company to increase sales and reduce inventory levels.
Forever 21 began its journey from Los Angeles, California, and today, the brand has spread across Europe, Asia, Africa, the Middle East, and America. The brand owns over 550 retail stores in 27 countries.
In fact, Forever 21 has reached countries like India, Australia, Costa Rica, Japan, Brazil, the United Kingdom, and Germany. Forever 21 functions with very strategic distribution and marketing planning.
With such an immense network, the brand is looking forward to establishing its outlets in Malaysia, Greece, Israel, and Russia.
Forever 21 retail stores are well-designed and large, suiting its fashion styling. The brand has a huge networking channel for distributing its products and services across the globe. Its distribution network includes Suppliers, Vendors, and franchise owners.
Promotion and Advertising Strategy of Forever 21
Forever 21 carries a very strong social media presence in order to promote its services and products. It works on improving customer service and relations with all prospects.
Forever 21 promotion strategies are entirely based on increasing the brand’s reach and capitalizing on its market share. Social media platforms like Facebook, Twitter, Instagram, and Pinterest have worked promptly towards enhancing brand awareness among the global audience.
They also believe that marketing their children’s products vigorously is important. Bright colors and lively displays are used throughout Forever 21 stores to make them enjoyable and enticing to children. Kids are often exposed to the kids’ section of each store as soon as they enter because it is typically found at the front of the store.
Forever 21 functions very strategically when it comes to advertising and promotions of the brand. Forever 21 popularity can be easily estimated from the number of followers the brand has on its official website. Its prominent advertising and promotions are done through social media channels.
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The marketing strategies of Forever 21 are pretty straightforward and reliable. The brand offers custom, fast-paced, and low-priced clothes to gather its audience and build strong customer support.
Although the brand still requires a few improvements and alterations to the quality of its products, the quality isn’t resisting. Forever 21 offers a huge range of fashion clothes and accessories to its customers with great offers and discounts. And that’s what attracts more customers to the brand.
Forever 21 always keeps up with the trends and prefers experiments on its products. Forever 21 is set for more uprise success flow in the upcoming year.
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