A Forever 21 store: Not forever. (AP Photo/Wilfredo Lee)
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Forever 21’s bankruptcy story is a stark lesson in the world of fast fashion. Founded in 1984 by Korean immigrants Jin Sook Chang and Do Won Chang, Forever 21 captured consumer attention with trend-sensitive apparel at highly competitive prices. The visionary behind this rapid rise was Jin Sook Chang, whose merchandising acumen drove the brand’s explosive growth.
Behind Forever 21’s Strategy
According to Mike Appel, CEO of Forever21 competitor Rue21 from 2017-2020, Mrs. Chang’s merchandising strategy was revolutionary in its simplicity: she…