Abercrombie & Fitch sheds logo

Abercrombie & Fitch sheds logo

Abercrombie and Fitch will strip its once-ubiquitous logo from its clothes as sales continue to tumble. The Abercrombie & Fitch logo was once emblazoned on the retailer’s  sweatshirts and T-shirts and held major cachet with teenagers.

The Abercrombie & Fitch logo has lost the power it once wielded.

Shares of Abercrombie & Fitch Co. tumbled Thursday after reporting weak sales as more teens shop elsewhere.

The company is trying to stock trendier clothing — and it turns out that means stripping off the once-prized Abercrombie logo.


It is a major change for the retailer, whose sweatshirts and T-shirts emblazoned with its name long held major cachet with teenagers. Now, individuality is the name of the game.


“Personal style, specifically with teens, is becoming less about fitting in and more about standing out,” said Lauren Wolfenden, a senior advisory analyst at WGSN, a fashion trend consultancy. “A&F has wised up to this by phasing out the cookie-cutter logo-ed product look and bringing in trendy pieces that can be worn in a multitude of different ways.”

A&F and other traditional teen stores have to adapt in an uphill battle to turn their businesses around as mall traffic drops and shoppers’ tastes change.

A slowly recovering economy is making parents and teens to think twice about splurging on clothes. Expensive standbys like Abercrombie also have lost business to “fast fashion” chains like H&M, known for quickly churning out trendy $9 tops.

Teens are also spending less time at the mall and more time researching and buying on mobile devices. And when they do buy, they’re more likely buying the latest gadget than filling their closets.

Last week, Aeropostale last week reported its seventh consecutive quarterly loss on slumping sales. It also forecast another loss in the current quarter.

At the same time, Aeropostale, based in New York, reinstated Julian Geiger, its former CEO.

Earnings at another competitor, American Eagle, have also declined on weak sales.

Mike Jeffries, A&F’s CEO, said in a statement that the retailer has made progress in stocking trendier clothing and said the improvement is “clearly evident” in its back-to-school business.

“In a continuing challenging environment, our sales for the second quarter were somewhat below plan, but we have seen modest improvement since the back-to-school floor set,” he added.

A&F has been shortening the time from developing a design to shipping the clothing to the stores. It’s also changing its color palette.

WGSN’s Wolfenden said Abercrombie announced earlier this year that it would start using black in their collections, something it had never done before. She praised some of the current fashions in the stores, which include Aztec printed silky pants, sleek maxi-dresses and slouchy T-shirts with scenic images and French sayings.

But the big change, of course, shoppers are seeing is clothes that don’t shout the Abercrombie name.

For the fall shopping season, A&F has reduced its logoed merchandise by half, and plans to go further.

“In the spring season, we are looking to take the North American logo business to practically nothing,” Mark Jeffries, CEO of A&F told investors on a conference call

In a note to investors Thursday, Richard Jaffe, an analyst at Stifel Nicolaus, noted that “it’s taking time to win back customers.” But he believes that the merchandise changes are “gaining traction.”

A&F said it earned $12.9 million, or 17 cents in its fiscal second quarter. That compares with $11.3 million, or 14 cents per share, a year earlier.

Earnings, adjusted for non-recurring costs, came to 19 cents per share. Analysts surveyed by Zacks Investment Research expected 10 cents per share.

The New Albany, Ohio-based retailer reported that revenue fell 5.8 percent to $890.6 million, short of analyst estimates.

Revenue at stores open at least a year dropped a steep 11 percent, including 8 percent at U.S. stores.

A&F’s shares fell nearly 6 percent, or $2.57 to $41.43 in late morning trading. American Eagle’s shares fell nearly 2 percent, or 25 cents, to $13.95. And Aeropostale’s shares slipped more than 2 percent, or 9 cents, to $4.07 in late morning trading.



Source: CS Monitor


Posted Date:- August 29, 2014

Posted By:- Admin Author

Posted in:- Fashion

49 thoughts on “Abercrombie & Fitch sheds logo

  1. Pingback: escort service montreal

  2. Pingback: economics tuition

  3. Pingback: malatya siksin

  4. Pingback: Kostenloses Ebook

  5. Pingback: Law

  6. Pingback: Best in the World

  7. Pingback: how to get anabolic steroids

  8. Pingback: angara fahise

  9. Pingback: angara fahise

  10. Pingback: angara fahise

  11. Pingback: winter vee opulence for life

  12. Pingback: pharmacy gear

  13. Pingback: Life Insurance Quote

  14. Pingback: buy oral and injectable steroids for sale online

  15. Pingback: blogspot.com

  16. Pingback: matka

  17. Pingback: https://tribot.org

  18. Pingback: bespoke sofa

  19. Pingback: Health

  20. Pingback: Thomas Soucie

  21. Pingback: judi online

  22. Pingback: texas holdem poker free game

  23. Pingback: cricket games - stick cricket - play cricket games - cricket games online - cricket games india - free cricket games

  24. Pingback: hashpoke

  25. Pingback: google my business agency

  26. Pingback: motogolf

  27. Pingback: Reviews & Contact Details

  28. Pingback: In house music licensing for music supervisors makes things easy

  29. Pingback: para para dinle

  30. Pingback: blowfish

  31. Pingback: vipvip club

  32. Pingback: Best Newspaper in India

  33. Pingback: Best Newspaper in India

  34. Pingback: para kazanmak

  35. Pingback: buy testosterone propionate online

  36. Pingback: rhodium

  37. Pingback: joseph s r de saram

  38. Pingback: sustamed

  39. Pingback: big ass xxx

  40. Pingback: buy nandrolone phenylpropionate

  41. Pingback: click here to hire an injury lawyer

  42. Pingback: Become an Uber Driver

  43. Pingback: http://www.godwinsremovals.co.uk/international-removals/northern-ireland

  44. Pingback: apps

  45. Pingback: ama para hersey

  46. Pingback: clenbuterol reviews bodybuilding

  47. Pingback: Skrota bilen

  48. Pingback: trump

  49. Pingback: Bilskrot Göteborg

Add Comment Register

Leave a Reply

You must be logged in to post a comment.


<< Sep 2017 >>
27 28 29 30 31 1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30

In The Community

Humor / Odd