When you think Abercrombie & Fitch you immediately have flashbacks of your middle school years shadowed by Abercrombie sweatpants and the same T-shirt everyone else was wearing. Abercrombie was the thing to wear and was everyone was clothed with.
When you think Abercrombie you also think half-naked advertisements and the famous half naked pictures posted on all their bags. Well halt the breaks on that thought because the company has taken a totally different turn.
The company has seen a drop in sales as of last year, approximately 4% according to Fortune. They also have decided to close 60 stores in their companies decline so it's only deemed necessary that the retailer change it's image from half naked individuals to sweater baring individuals?
That's right. Sweaters and jackets have become the face of Abercrombie instead of abs and shirtless men. Does this bring middle school shoppers of 2016 into the store? Does this campaign really make a difference for a brand struggling to survive?
We shopped at Abercrombie & Fitch because it was "cool" even if a shirt with sequins could have broke the bank. We may have been in a daze when shopping due to their loud music and strong perfume, but we spent tons of money during our time on clothes that could have been sold at Walmart for a cheaper price.
It may not be the ads that are shying people away. Abercrombie is not what it used to be. The clothes may be the similar to ten years ago and their environment has stayed pretty much the same, but prices and brand acknowledgement have changed.
The reason for sales reduction could be because maybe consumers don't want to spend money for a brand no longer on top and consumers are going for lower cost options. Middle schoolers and high schoolers now flock to stores like Forever 21, TJ Maxx or H & M to get their stylish ensembles for a cheaper price. Sorry Abercrombie, Your new ads might rebrand, but it may not able to bounce back to the brand you used to be.
R.I.P Abercrombie ab covered bags we'll miss you.
