Abercrombie & Fitch Is Done With Logos
Reuters
The company said on an earnings call with analysts that the American logo business will be reduced to "practically nothing" by next spring, reports Kim Bhasin at The Huffington Post.
After several disappointing quarters, Abercrombie is trying to lure back customers by offering more fashionable assortments.
The brand's fall assortments include floral dresses and printed t-shirts with no sign of the classic "Abercrombie & Fitch" logos.
The departure from loud logos represents the end of an era for Abercrombie.
For years, the brand banked on customers shopping there because they thought the brand name was a status symbol.
That meant getting the brand name on everything possible.
Most high school kids in America wanted a t-shirt with Abercrombie's classic logo. The company's popularity with teens meant it could easily charge $35 for a t-shirt.
Even celebrities were frequently spotted wearing the Abercrombie logo.
Reuters
But lately, Abercrombie's young customers have been moving away from logos and high-priced attire.
Because they would rather spend their allowances on Starbucks and iPhones, teens are shopping at cheap, fast-fashion retailers like Forever 21 and H&M.
Abercrombie has to adapt to the times in order to save its North American business, which saw an 8% decline last quarter.
Getting rid of logos isn't the only change Abercrombie is making to its brand.
The retailer is also toning down its racy advertising and the "nightclub vibe" in stores.
Meanwhile, the logo will live on in Europe, where it is still popular with shoppers.
- I spent $2,000 for 7 nights in a 179-square-foot room on one of the world's largest cruise ships. Take a look inside my cabin.
- Colon cancer rates are rising in young people. If you have two symptoms you should get a colonoscopy, a GI oncologist says.
- Saudi Arabia wants China to help fund its struggling $500 billion Neom megaproject. Investors may not be too excited.
- Catan adds climate change to the latest edition of the world-famous board game
- Tired of blatant misinformation in the media? This video game can help you and your family fight fake news!
- Tired of blatant misinformation in the media? This video game can help you and your family fight fake news!
- JNK India IPO allotment – How to check allotment, GMP, listing date and more
- Indian Army unveils selfie point at Hombotingla Pass ahead of 25th anniversary of Kargil Vijay Diwas
- JNK India IPO allotment date
- JioCinema New Plans
- Realme Narzo 70 Launched
- Apple Let Loose event
- Elon Musk Apology
- RIL cash flows
- Charlie Munger
- Feedbank IPO allotment
- Tata IPO allotment
- Most generous retirement plans
- Broadcom lays off
- Cibil Score vs Cibil Report
- Birla and Bajaj in top Richest
- Nestle Sept 2023 report
- India Equity Market