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Opinion: The Aging of Abercrombie & Fitch

Opinion: The Aging of Abercrombie & Fitch

614now Staff

Columbus based Abercrombie & Fitch is on this week’s cover of Bloomberg Businessweek. Susan Berfield and Lindsey Rupp discuss how the once ever-present and elitist A&F dominated teen fashion. But in recent years, complications from (the now) former CEO Mike Jeffries and changing trends have caused the company’s sales to drop drastically.

The attitude—conformist, sexy, exclusive—hadn’t evolved much, either. But teens have. They are shopping at fast-fashion chains such as Forever 21 and H&M, which are dirt cheap. Jeffries didn’t think A&F should discount. He wouldn’t sell clothes bigger than women’s size 10 until about a year ago. It wasn’t until last spring that he allowed the lights to be turned up in the Hollister mall stores and the shutters taken off the A&F ones. He lowered the music and reduced the amount of cologne sprayed in the stores by exactly 25 percent. And he agreed that the logos had to become less prominent, too. 

No one is certain what the future holds for A&F, but the company is hoping that change will be a good thing.

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