US fast fashion brand Forever 21 tries for the third time to get access to the China market. But Shanghai-based market analyst Ben Cavender wonders if the US brand and its Western competitors in fast fashion might succeed this time, he tells Reuters. “It will be difficult to claw away market share as most Chinese consumers either haven’t heard of the brand or don’t really know what it stands for,” he says.
Gaining and retaining market share, however, remains a tough task for mass market foreign fashion brands in China. Some, including H&M, have been plagued by controversy while others, including major sportswear companies Nike and Adidas have lost ground to local brands Li Ning and Anta in recent years.
“It’s clear within the fast fashion space there has been somewhat of a shift towards nimble domestic fashion brands, so if anything it is harder now for international fast fashion to compete here than in the past,” said China Market Research Group managing director Ben Cavender.
“It will be difficult to claw away market share as most Chinese consumers either haven’t heard of the brand or don’t really know what it stands for.”
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