Forever21 Will Restart Online Business And Re Compete For Chinese Market.

According to people familiar with the matter, Forever 21 will restart the online business and compete for the Chinese market again.

The US fast fashion brand Forever 21, which has gone bankrupt, is restarting its e-commerce website, targeting customers from Asia, Australia and the Americas.

Since seeking bankruptcy protection in September, the troubled retailer has closed more than 100 stores, but Forever 21 still wants to continue to interact with Asian customers, especially Chinese consumers.

So Forever 21 worked online with Global-e to create a new website that uses 21 languages. The website will support nearly 100 currencies and 150 different currencies in the world.

Forever 21 president said, "the company has noticed that in the market with exit plans, customer demand still exists."

He said in a statement: "e-commerce is our top priority. As part of our new global strategy, Forever 21 will use Global-e technology to provide an excellent online experience for international customers.

With the growth of resale and rental services, and the increasing awareness of consumers' sustainability, the pressure of fast fashion industry continues to affect the recovery strategy of Forever 21.

In the United States, the overall sales of fast fashion apparel have slowed down, and the long-term outlook for Forever 21 is not optimistic.

After bankruptcy, the Forever 21 business was mainly concentrated in the US and Latin America, and other markets gradually weakened. This caused one of the reasons why Forever 21 did not want to completely abandon overseas markets.

At present, a total of 815 stores Forever 21 has filed for bankruptcy protection, and announced plans to close up to 350 stores worldwide, including 178 stores in the United States.