The Recent Forever 21-Shein Collaboration Tests Consumers’ Sustainability Commitments
Two fast-fashion powerhouses joining forces reveals whether consumers will prioritize convenience over their stated environmental values
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Key takeaways
Two fast-fashion powerhouses joining forces reveals whether consumers will prioritize convenience over their stated environmental values
Shein has acquired a significant stake in Forever 21’s operator, SPARC Group, paving the way for potential Shein mini-shops within Forever 21 stores. The Forever 21-Shein collaboration melds Shein’s modern online fast fashion dominance with Forever 21’s longstanding influence on American shopping trends.
How can the merging of two fast-fashion giants impact the industry and consumer behavior, especially in a world increasingly conscious of sustainability?
Hye-Shin Kim, Ph.D., Professor of Fashion & Apparel Studies at the University of Delaware, delves into the implications of the Forever 21-Shein collaboration.
"We need to have a conversation about being good consumers… If we, as consumers, really reflect and try to reprogram or create a different culture of consumption and spending, I think we would be giving less power to these businesses that engage in this type of production," Kim said.
If we, as consumers, really reflect and try to reprogram or create a different culture of consumption and spending, I think we would be giving less power to these businesses that engage in this type of production.
— Hye-Shin Kim, Ph.D., Professor of Fashion & Apparel Studies at the University of Delaware
About the author
Expert in textile and apparel industry applied research. Specialization include brand perceptions, consumer involvement and interests, online consumption behavior, and sustainability. Hye-Shin is committed to and enthusiastically supports the global agenda related to sustainability and the environment. Published in journals including the Clothing and Textiles Research Journal, Journal of Global Fashion Marketing, Journal of Fashion Marketing and Management, International Journal of Electronic Marketing and Retailing, Behavior and Information Technology, and Journal of Brand Management.
