Forever 21 Exits Japan for the Third Time
Forever 21 Japan faced its third exit. So few Japanese consumers remember the brand that some didn’t even know it existed locally. Even some YouTube commenters joked that the brand should return just to “exit 18 more times” to match its name. One shopper recalled buying a denim jacket, only to find out later that the day she purchased it was the store’s last day of operation.
What went wrong in a market where fast fashion thrives?
Forever 21 Japan’s 3rd Exit: 3 Reasons Why
Material Quality Unaligned With Standards
Shoppers consistently criticized Forever 21’s thin, low-quality fabrics, which often wore out quickly. Some even remarked that the garments felt so flimsy they could barely withstand everyday use. Japanese consumers increasingly prefer durable and second-hand options, such as GU and 2nd Street—which has recently expanded to Singapore—as well as online marketplaces like Mercari, all of which combine affordability with quality.
Design, Climate Design, and E-Commerce Competition
Forever 21’s flashy and oversized styles clashed with Japanese tastes for subtle, versatile, and mixable outfits. Combined with shortened spring and autumn seasons, and a relatively short winter, its slow restocking made it difficult to sell seasonal collections. Meanwhile, online fast fashion competitors like SHEIN and GRL offer quick, inexpensive alternatives, leaving the brand at a further disadvantage.
Supply Chain Challenges
Forever 21’s heavy reliance on U.S.-based supply left its Japanese stores vulnerable. When its parent company faced bankruptcy, inventory shipments were abruptly cut, preventing stores from restocking and responding to local trends. In contrast, agile brands like Zara maintain flexible regional supply chains, allowing them to quickly adapt to demand and minimize disruption—an essential strategy for surviving in Japan’s fast-paced fashion market.
Lessons from the Market
Forever 21 Japan’s experience shows that success in a home market doesn’t automatically translate overseas. Adaptation to local tastes, seasonal cycles, and supply chain conditions is key. Brands must stay responsive to consumer preferences, materials, and inventory demands to succeed in new markets, especially those with expectations like Japan.
We Vintage Management support companies in overseas expansion and business matchings. Contact us to explore how your brand can succeed in Japan and beyond.
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