Retailing, Franchising, and Consumerism Business Intelligence in China

Forever 21 Targets Chinese Market With New Shenzhen Location

American fashion brand Forever 21 will reportedly open its first store in Coastal City, Shenzhen.

A representative from Coastal City also confirmed the news and said the new store is expected to be launched this summer.

Forever 21 is a popular fashion brand in America. Its target customers are vibrant urban people between 20 and 30. Forever 21 has over 500 chain stores around the world and its sales are among the top five in America.

With a similar positioning with H&M and Zara, Forever 21 currently only has three outlets in China, one in Beijing, one in Hong Kong, and one in Shanghai.

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