American consumers have developed an obsession with low prices, which has led to a significant shift in retail dynamics. Retail giants including Billabong and Forever 21 are struggling to compete against ultra-cheap online stores like Temu and Shein, resulting in thousands of store closures in 2024. As shoppers grow disloyal to brands, the overarching focus on price sustainability threatens the viability of many U.S. retailers. The situation has worsened in 2025, with retailers also facing challenges from changing consumer tastes and management issues, exacerbating their decline in sales and market presence.
Many consumers prioritize price above all, leading to disloyalty towards brands as new competitors like Temu and Shein emerge with unbeatable prices.
The significant rise in store closures across major US retailers highlights the impact of cheap foreign competition on the American retail landscape.
Fast-fashion giants like Shein and Temu present a pressing challenge for traditional retailers, outcompeting them with prices that leave little room for local brands.
Retailers struggling to cope with changing consumer preferences find it harder to compete against the relentless march of low-cost online providers.
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