As reported by Business Insider's Hayley Peterson, comparable store sales were in decline for 11 financial quarters.
The company saw a decrease in total company comp sales in 2008 and 2009, decreasing by 13% and 23%, respectively. Total company comp sales then increased in 2010 and 2011 by 7% and 5%, but dropped again in 2012 and 2013 by 1% and 11%, respectively.
Two subsidiary brands, Ruehl 248 and Gilly Hicks, were also launched but closed in 2009 and 2014, respectively. Also in the 2013 fiscal year, 15 A&F adult mall stores closed.
The slow sales were due in part to the company's controversies, but also due to changing interests among the younger demographic. Teens opted for cheaper brands like Forever 21, and Nike took over as the youth's go-to brand. According to Business Insider, the number of teens visiting malls had dropped by 30% in 2014 compared to the early 2000s.