Forever 21 bankruptcy reflects teens’ new shopping behaviour

The Los Angeles-based privately held chain filed for Chapter 11 bankruptcy on Sept 29, a victim of rapidly changing shopping tastes among teens who are increasingly turning away from malls and heading to trendy online sites. — AFP

NEW YORK: For years, teens flocked to Forever 21's massive stores at the nation's malls for its speedy take on fashion, like its US$5 (RM21) shimmery halter tops and US$25 (RM105) dresses.

But the chain that helped popularise so-called fast fashion has moved too slow for a new generation of young customers.

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