Forever 21 is making its fourth attempt to enter the Chinese market, partnering with Shanghai Chengdi Trade, a company partly owned by e-commerce platform Vipshop Holdings. The move follows a series of high-profile marketing campaigns in major cities and signals a shift toward localized operations. After past exits, Forever 21 now plans to relaunch both online and offline channels, leveraging Vipshop’s supply chain and customer base. While the brand still holds recognition among Chinese consumers, its product styling is inconsistent, and sales remain low. Analysts say success will depend on balancing affordability with a clear, international fashion identity.