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Forever 21, a fast fashion retailer operated by Authentic Brands Group (ABG), is returning to Japan more than three years after making its exit. The company will relaunch its brand but will offer deluxe items which have been localized based on Japanese style, sizes, and color choices.
Forever 21’s relaunch in Japan is expected to gain support from the locals as it has revamped its clothing line to cater to the preference of Japanese people. The brand returned to the country by opening a pop-up store on Tuesday this week. It was set up in Tokyo, the busy capital of Japan.
As per Nikkei Asia, the pop-up store features the company’s latest clothing collection. Fashion 21 also set up an online outlet to sell its products and this e-commerce site is operated by Adastria, a Japanese apparel company.
About 120 new clothing pieces are up for sale at the pop-up, and these are from its Spring/Summer 2023 collection. Shoppers can also order their items via Adastria.
On the site, there will be fitting rooms within the showroom, plus a professional photographer is on standby if visitors want their photos taken while wearing clothes they tried on. This special service is free of charge and probably one of the highlights of the store. The pop-up store in Tokyo’s Shibuya district will operate for a limited time only.
It was said that the fast-fashion chain is aiming to break away from its old image as a mass-production clothing firm and be known as a high-end fashion brand this time around.
Bloomberg reported that Forever 21 usually targets teenagers and young adults, but as it returns to Japan, it is now aiming for a wider, upmarket group. It is hoping to attract women up to their 30s.
“Our aim is to localize the brand by size, color and design,” Adastria’s head of licensing division managing Forever 21 in Japan, Atsushi Sugita, told Bloomberg in an interview. “The objective is to create a long-lasting brand as most of the original items do not fit the Japan market.”
Photo by: Cooper Baumgartner/Unsplash
