From Fortune To Bankruptcy: The Rise And Fall Of Forever 21

The mall's fast fashion landscape has changed dramatically over the years. Once a staple in nearly every shopping center, Forever 21 has seen a significant decline, marking a notable shift in consumer habits and retail dynamics. The founders, Do Won "Don" and Jin Sook Chang, once boasted a combined fortune of nearly $6 billion in 2015, driven by their retail chain's peak revenue of $4.4 billion. However, the retail empire has recently been sold for a mere $81 million, highlighting the stark reality of the fast fashion industry.

The Changs immigrated to the U.S. from South Korea in 1981 with little to their names. Do Won's early jobs included working as a janitor and pumping gas, but he noticed that those in the apparel business seemed to drive the nicest cars. With just $11,000 in savings, the couple opened their first store, Fashion 21, in Los Angeles. Jin Sook's talent for identifying and replicating fashion trends gave them an edge, allowing their store to thrive by frequently updating merchandise and appealing to young shoppers.

At the height of their success, they rebranded to Forever 21 and expanded rapidly, reaching nearly 500 stores globally by 2011. However, the retail apocalypse hit, causing a steady decline in sales. From a high of $4 billion in 2016, sales plummeted by 15% the following year, leading to substantial losses for the Changs. With Forever 21 filing for bankruptcy in September 2019, the future of the brand remains uncertain, as they have lost considerable wealth and are faced with closing hundreds of stores.

Table of Contents

• Biography of Do Won and Jin Sook Chang
• Rise to Fame: The Formation of Forever 21
• Challenges Faced by Forever 21
• Legacy of Forever 21 and Its Founders

Biography of Do Won and Jin Sook Chang

Rise to Fame: The Formation of Forever 21

After opening Fashion 21, the couple quickly learned the ins and outs of the retail business. They changed the name to Forever 21 and began expanding their operations, opening new stores every six months. Their business model relied on trendy, affordable clothing targeted at young shoppers, which resonated well in the fast fashion market. By 2011, they had nearly 500 stores globally and had achieved over $2 billion in revenue, marking a meteoric rise in the competitive fashion retail landscape.

Challenges Faced by Forever 21

Despite initial successes, Forever 21 faced numerous challenges as the retail industry evolved. The rise of e-commerce and changing consumer preferences led to a decline in foot traffic in malls, significantly impacting sales. By 2016, the store's revenue had dropped to $4 billion, and the following year saw a further decline of 15%. The Changs experienced staggering personal losses, with their combined net worth plummeting from $5.9 billion to just $1.6 billion.

Legacy of Forever 21 and Its Founders

The legacy of Forever 21 is complex, representing both the heights of entrepreneurial success and the harsh realities of the retail industry. The brand's rapid expansion and subsequent decline illustrate the volatile nature of the fashion market. As the Changs navigate the aftermath of bankruptcy, their story serves as a cautionary tale for aspiring entrepreneurs, highlighting the importance of adaptability and market awareness in sustaining business success.