The Fall of Forever 21

How multibillion fashion brands decline in the e-commerce Era

Forever 21, a world-famous fashion brand, is known for its low prices products. In the past, Forever 21 had about 800 stores in 48 countries, 430,000 employees, and a turnover of up to USD 4.4 billion. In 2015, Forbes announced that the founder of Forever 21 and his wife ranked 222nd on the US Rich List. At that time, the net assets of them were USD 3 billion. As a global fashion empire with more than 30 years of history and brilliant achievements, no one would have thought that Forever 21…