Forever 21, Which Helped Popularize Fast Fashion, to File for Bankruptcy
Back in '08-'09 Forever 21 was my favorite clothing store.  They had styles there that fit well, looked good, used comfortable fabric, and was relatively cheap.  Given how the economy was doing at the time, it gave Forever 21 an advantage: clothes 2-3x cheaper and clothes quite a bit more enjoyable to wear.<p>But the fabric they used disintegrated on me, as woman's clothes tend to.  (Men get thicker fabric, but at the expense of being less stretchy.  Women like to show off their curves.)  The problem with this being that no one else made the styles I enjoyed.  It was a fad that came and went.  It doesn't exist in thrift stores.  I don't even know what to call it, so I can't find pictures in an image.google search.  Forever 21 made products I liked, but then they switched and I (and my friends) couldn't find anything that came close since.  The last time I bought clothes at Forever 21 was in 2010.<p>Since then H&M has caught on like wildfire taking over the market Forever 21 once had.  They do a lot of the same, but their clothes are even cheaper (why?) and in my current wardrobe my favorite clothes have come from H&M.  I'm afraid the same fate will come to H&M that has come to Forever 21.  Or maybe H&M will learn from F21's mistakes.  Only time will tell.