Forever 21 played a pivotal role in popularizing fast fashion but has now filed for bankruptcy, closing around 350 stores. This is not purely due to a shift in consumer values towards sustainability, as evidenced by Gen Z's desire for ethical brands, but rather due to fierce competition from online ultrafast fashion retailers like Shein and Temu. While many consumers express intent to support sustainable fashion, the high cost often makes fast, inexpensive options more attractive, particularly amid prevailing economic conditions. Thus, without regulatory change, ethical shopping habits face significant challenges.
Forever 21's decline highlights the paradox of consumer consciousness—while many desire sustainable options, affordability and accessibility often outweigh ethical concerns in fashion choices.
Surveys indicate that 63% of Gen Z shoppers prefer brands that align with their values, yet the allure of cheap fashion remains potent and overwhelming.
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