Forever 21 is banking on brick-and-mortar and TikTok to fuel its comeback

by Lindsey Francy Feb 7, 2023 News
Forever 21 is banking on brick-and-mortar and TikTok to fuel its comeback

Two and a half years after it filed for Chapter 11 reorganization, the company has undergone a number of changes under new CEO Winnie Park. Over a year ago, Park joined the brand and oversaw the opening of dozens of new stores, the launch of high-profile collaborations with brands like Barbie and Frederick's of Hollywood, and the growth of the brand's TikTok presence.

The North Star has been for us to build meaningful relationships with our shoppers and authentically meet them where they are.

Meeting customers where they are meant to be e- commerce. As online spending has died down, many brands are investing in brick-and- mortar stores. The brand is trying to avoid the mistakes of the past, which is why the new stores are different than the old ones. Smaller and better merchandised stores with a selection tailored for local buying habits are what the store is favoring.

In November of last year, Simon Property Group reported $39 billion in profits and said that brick-and-mortar retail was a main driver. The company doesn't give financial data for the brands it owns Park didn't give revenue information about the game. A share of the brand was sold by Brookfield.

Fara Alexander, director of brand marketing and communications at retail tech company goTRG, said that the increase of e-commerce returns is one reason that brands are better off looking to brick-and-mortar for growth opportunities.

The cost of processing returns is a concern for these brands. Retailers can spend almost the entire value of the item just to process the return, not leaving much for them to recover on a potential resale.

One of the main goals for the brand was to make it more popular with younger consumers. Most of the brands acquired by ABG were popular with the younger generation. Those included two companies. One of its brands has a young audience. The popularity waned before the bankruptcy. According to Ypulse, support for the brand dropped in 2019.

A big investment in TikTok has helped turn that around. The company has over 100,000 followers on the platform, which it uses to promote sponsored videos on its main account. The prep trend it is pushing for February was identified by TikTok.

The brand is trying to get more people to visit its stores. In September, May Serafim posted a video tour of a new store.

The platform has allowed us to drive buzz around all the exciting things happening in our world. It includes everything from showcasing our amazing seasonal collections and co- branded limited-edition capsule to working with influencers on fun user-generated content showcasing their in-store and online shopping experiences

Regaining its Gen-Z audience could be helped by the brick-and-mortar strategy of FOREVER 21.

Tatoris said that it was critical to build an all-channel strategy for the company. Gen Z wants to go back to stores for socializing.

The collaboration strategy of FOREVER 21 has changed. The US Postal Service and Cheetos were some of the companies that collaborated with FOREVER 21. The company wants to boost its fashion credibility. They include the hip-hop supergroup Mount Westmore, the women's luxury brand Hervé Léger, and the lingerie brand Frederick's of Hollywood.

Park said an increasingly diverse set of collaborators, both with brands and designers for product collaborations and with content creators for marketing, will be key to continued growth.

Park said that they love collaborating with brands and content creators who share their values and have a diverse cultural following. We can meet our consumers where they are while keeping our brand relevant.