Market Data 
- Forever 21 filed for bankruptcy for the second time on Sunday.
- I visited a Manhattan location to see what happened to it since I was a frequent shopper.
- I think the store lost track of its roots and didn’t find a way to attract new shoppers.
Forever 21 filed for bankruptcy — again.
Sunday’s filing marked the brand’s second bankruptcy, as it previously filed in 2019. The company, which is expected to shut down all of its US stores unless it finds a buyer, pointed to competitors like Shein and Temu as part of its reason for closing.
I was a frequent flyer at Forever 21 in my late teens and early 20s during its heyday, but I’m 30 now and haven’t shopped there in years.
In light of the bankruptcy news, I revisited Forever 21 to see what happened.
I visited Forever 21 after it filed for bankruptcy
Only two Forever 21s are left in Manhattan — my former go-to location at Union Square shuttered a few years ago — so I visited the 34th Street Herald Square store.
When I walked in, I couldn’t miss the dozens of signs announcing the store’s closing and the blowout sale it was having as a result. It was pretty quiet as I wandered through the space, though a handful of other shoppers were browsing the discounted items, too.
In my early 20s, I liked Forever 21 primarily because of its going-out clothes. My friends and I would descend on the store whenever there was a big house party or new bar we wanted to go to, as we knew we would find plenty of affordable options for crop tops or minidresses that were perfect for a night out.
My visits to Forever 21 fell off as my social life went from being filled with big parties and nights spent dancing to intimate dinners and bar crawls, as seemed to be the case for many millennial shoppers. Gen Z didn’t replace us as its prime demographic as Forever 21 might have hoped, as the generation below me prefers online retailers for fast fashion or opts to shop secondhand instead.
I still have a more party-focused night every now and then, though, so I was excited to potentially find a few new shirts or dresses for coming events when I hit up Forever 21 on Monday. I walked into the store expecting to find a plethora of cropped shirts, low-cut tanks, and tube tops, but the store seems to have changed its offerings in the years I’ve been away.
The front of the store displayed a few flirty dresses and bikini-style shirts, but most of the merchandise surrounding it was more general.
On the first floor alone, an entire wall was covered in graphic sweatshirts, and a corner was dedicated to athletic attire. Another room seemed to be full almost entirely of a line made in collaboration with Hello Kitty, which was set up next to floor-length, sparkly dresses that one might wear to prom.
On the second floor, I found more athletic clothes, as well as swimwear, basic tops, dresses, jeans, and even trousers.
The store’s tone felt different than when I used to shop there, and although some of the sweatshirts and tees were cute, Forever 21 isn’t where I’d think to buy those items.
I’m much more likely to get staples from American Eagle or Abercrombie & Fitch. Over the past few years, both have found ways to re-engage millennial shoppers and attract new Gen Z customers.
I missed the going-out top
I finally found a few classic going-out tops on the top floor of Forever 21, breathing a sigh of relief when I spotted shirts I could easily picture myself wearing to a girls’ night.
That newfound hope deflated once I took a closer look at the offerings. Most of the shirts I liked were only available in one or two sizes, so I couldn’t try them on even if I liked them. Likewise, several pieces in the store didn’t seem to be in the best condition, like a shirt with visible deodorant stains on display.
I found a few things I liked enough to try on, but they were a bust, too. I grabbed two going-out tops, an exercise shirt, and a dress in my usual size. One top was too big, while the dress and the other top were too small. The exercise shirt fit, but it was too low-cut and unsupportive for me to actually wear for a workout.
The offerings at other physical locations might be more robust than those at the store I visited. I also know Forever 21’s website has more clothes in more inclusive sizes than the brick-and-mortar location where I was. (The company said its website will remain open as it winds down its US operations.)
Still, I was bummed out that nothing I found in-store worked for me. One of the things I loved most about Forever 21 when I shopped there was how easy it was to run in and grab a top or two quickly before an event. It had so many affordable options that it was almost impossible not to find a new shirt to show off and share with your friends after wearing it.
That magic wasn’t there anymore for me. Forever 21 didn’t find a way to grow with millennials, nor did it charm Gen Z shoppers away from easy-to-access online retailers. If my visit was any indication, Forever 21 couldn’t figure out how to be the fast-fashion destination shoppers were craving anymore.
Forever 21 didn’t respond to a request for comment.
