Forever 21 Teams Up With Shein for Co-Branded Collection Amidst Scrutiny
Authentic Brands Group (ABG), the current majority owner of the Forever 21 brand, has joined forces with Shein to launch a co-branded collection. The partnership, which deepens an existing relationship, will see Shein sell the range via its e-commerce platforms and other channels. This move comes as Shein faces scrutiny from U.S. lawmakers over its supply chain practices, despite its significant financial growth.
The co-branded line, which includes sportswear, activewear, and swimwear, will be designed, manufactured, and distributed by Shein. ABG, which has had a busy year acquiring brands like Boardriders and Vince, will collaborate with Shein to bring the collection to life. The partnership follows August's announcement of Sparc Group, a subsidiary of ABG, becoming a minority shareholder in Shein.
Forever 21, which has struggled in the fast fashion sector, will hope this collaboration boosts its performance. The brand lagged behind other Sparc-operated brands in 2022. To mitigate waste, the co-branded line will utilise Shein's on-demand production model.
The co-branded Shein and Forever 21 collection is set to launch, with Shein selling the range in the U.S., parts of Europe, Australia, and other Shein-branded channels. Despite facing pressure from U.S. lawmakers, Shein continues to grow financially. For Forever 21, this partnership offers a chance to improve its standing in the competitive fast fashion sector.
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