Man, I wish every brand the best, but couldn't not feel some schadenfreude on the news that Abercrombie & Fitch just recorded it 21st consecutive month of sales declines -- leading one retail analyst to note that the store's "business model now appears fully broken." Apparently, those droves of tourists that flock to A&F's 5th Avenue flagship for overpriced tween thongs aren't keeping the (wet) dream alive. The issue, say analysts and trade media types, is price -- they're too high, and they don't mark them down. The moral of the story? All the marketing in the world can't gloss over a poor value proposition. [The Cut]
Monday, January 25, 2010
Abercrombie & F#@%'ed
Man, I wish every brand the best, but couldn't not feel some schadenfreude on the news that Abercrombie & Fitch just recorded it 21st consecutive month of sales declines -- leading one retail analyst to note that the store's "business model now appears fully broken." Apparently, those droves of tourists that flock to A&F's 5th Avenue flagship for overpriced tween thongs aren't keeping the (wet) dream alive. The issue, say analysts and trade media types, is price -- they're too high, and they don't mark them down. The moral of the story? All the marketing in the world can't gloss over a poor value proposition. [The Cut]
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Also proves that all white advertising doesn't work either. Besides, how long has Weber taken the same photo over and over for them. Couldn't happen to a better group. May you fail fast
ReplyDeleteI hate em, but I think the only real moral here is that what works when there is a lot of loose money around doesn't work when things go downhill and purse strings tighten.
ReplyDeleteThe least essential brand. Never evolving. Never changing.
ReplyDeleteSuch a shame. A&F actually started out as a casual workwear brand (est. 1892) that produced a lot of the heritage clothes we see coming out of the US and Japan today. Too bad they lost their vision along the way.
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