Forever 21 Wants To Be A One-Stop Shop For Head-To-Toe Fashion

Forever 21 Wants To Be A One-Stop Shop For Head-To-Toe Fashion

Daniel Kulle took over the reigns of Forever 21 a little over a year ago, and is leaving a mark on ... [+] the company. Daniel Kulle had his work cut out for him when he became CEO of Forever 21 in February 2020. The fast fashion retailer had filed for Chapter 11 bankruptcy protection, then, came the Covid-19 pandemic. Kulle found himself dealing with a global health crisis and precipitous decline in consumer demand, all while trying to steer the company through bankruptcy's choppy waters. The retail veteran, who spent 25 years at H&M, introduced a good, better, best strategy to raise apparel quality, launched active wear, is introducing a greatly expanded beauty offering, and pursuing collaborations that will appeal to Forever 21's Gen Z audience. Standing in the retailer's first new store since exiting bankruptcy court, a 24, 400-square-foot unit at the Cross County Mall in Yonkers, N. Y., Kulle said the location represents the retailer's latest ideas and strategy. Four groups of mannequins, each representing a different style - cool and casual, Bohemian and femme, streetwear-inspired and sexy, and modern and contemporary - anchor four sections of the main floor like beacons to help customers easily find