Forever 21 is relaunching in Japan.

Forever 21 typically targets teenagers and young adults, but is aiming for a wider, upmarket clientele in Japan, hoping to attract women up to their 30s. The aim is to localize the brand by size, color and design. The objective is to create a long-lasting brand. Forever 21 stores in Japan typically sold between 800 and 1,000 items before the chain withdrew from the market in 2019. Now the number of pieces has been brought down to between 120 and 150, and physical stores will be smaller. The quality of materials used has been improved.

The intent is to open about a dozen physical stores in Japan. Some 60 per cent of sales would be online. The assumption is that expanding a brand that’s already widely recognized is quicker than starting from scratch. The relaunch is being overseen by local partner Adastria, Japan’s third-largest apparel maker.

Adastria is also interested in expanding Forever 21 to other Asian markets. American brand Forever 21 was established in the 1980s and grew rapidly in the 2000s with the global rise of fast fashion. Forever 21 is known for trendy, of-the-moment clothing for teens like T-shirts with decals, neon sweatshirts and denim short-shorts.