It's the last Christmas for some Forever 21 stores. Here's why the retailer went bankrupt

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Forever 21 is going out of business. It filed for bankruptcy in September and now it’s closing hundreds of stores as its clothes become more interchangeable with cheap rather than trendy.

Forever 21 has long been a staple in America's shopping malls. But after this holiday season, more of its stores will go dark.

Its focus on expansion made it unable to invest in its supply chain, and so Forever 21 took more time to get fresh styles of clothes to market at a time when fast fashion was really picking up and shoppers were hungry for newness. Its sales tumbled as Forever 21 was pitted against heightened competition from rivals such as H&M and Zara.

Analysts also say Forever 21 failed to understand some of the markets outside of America as it opened more shops in places such as China and London.

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