Things don't seem to be improving at Forever 21 ($PRIVATE:FOREVER21). The clothing retailer recently saw job postings cut in half, and as it spends summer fending off a potential Chapter 11 filing, it has also suffered multiple marketing stumbles.
According to postings at Forever 21's website, the company reduced job postings from about 2,600 to less than 1,200 recently.
Last month, Forever 21 hired advisers to help it consider future restructuring. More recently, earned consumers' scorn for sending unsolicited diet bars as part of a marketing campaign to consumers - which backfired, when people took to social media to complain.
Soon after, the company was also criticized for selling biker shorts with the phrase 'Fake News' covering them - a term popularized by President Donald J. Trump.
The company posted an apology to its Twitter account in the wake of the diet bar outcry; although it is yet to do so for the 'Fake News' shorts.
The only good news in Forever 21's ongoing social saga is that it doesn't appear to be moving the needle that much so far. Unfortunately, as our next chart reflects, Forever 21's social media attention has been dwindling this year, as well. If the company is to manage a turnaround, its alternative data will need to reflect changes, and quickly.
Last but not least, Forever 21's stores map - the company expanded aggressively in the 1990s, throughout malls - something that could come to roost as a challenge to the company as consumer tastes are shifting increasingly toward e-commerce.
About the Data:
Thinknum tracks companies using information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales.