I have done nothing wrong, but my brand can no longer compete with some big domestic brands, and my sales have dropped significantly. I have no choice but to announce my withdrawal from the Chinese market.

Forever 21’s withdrawal from China is not without signs. Since the end of last year, the brand has quietly closed stores in Tianjin, Hangzhou, Beijing, Chongqing and other places, including 77 flagship stores in Hangzhou Hubin, Beijing apm and other important stores. In March this year, Forever 21 also closed its first store opened in June 2015 in Taipei’s Xinyi District. The brand’s six-story flagship store in the Capital Center in Causeway Bay, Hong Kong was also withdrawn after the lease expired in 2017 and was acquired by the American lingerie brand Victoria’s Secret.

Before China, Forever 21 began to withdraw from Belgium, the Netherlands, the United Kingdom, Germany, France, Japan and Australia since 2016, and most stores in North America have been closed. According to Forbes, Forever 21's sales fell 14% to $3.4 billion in 2017, with losses as high as $400 million.

In addition to the troubles caused by over-expansion, Forever 21 also faces the dilemma of consumer awareness. Forever 21 prices range from $4 to $20. Consumers are now making choices about the practicality and ethics of clothing. The more tired you are, the more eternal it will be. 21. Cheap goods with poor quality.

For a while, China's fast fashion had only a few giants represented by Zara, H&M and Uniqlo on this battlefield. New Look, ASOS and Marks & Spencer have already withdrawn from the Chinese market. Topshop is testing the Chinese market through Tmall. After five years, he decided to leave without formally entering the country.

The entire industry has to start to reflect. Behind this retreat is the problem of the fast fashion industry itself, the excessive growth of Chinese consumers, and how competitors in this field can attract more discerning consumers.