Flashback to ten years ago. Your closet, as well as mine, was probably filled with Abercrombie clothing. A small embroidered moose was visible on almost everything you owned and in case people didn’t notice the trendy logo, you had a few t-shirts adorned with the large block letters of “A&F” so everyone knew where you shopped.
Abercrombie was your first stop at the mall every Saturday with your friends, because your mom would never dare take you in there. She complained that the store was “too loud,” “too dark,” and “too fragrant.” But, you were always kind of okay with the fact that your mom wouldn’t step foot in the store; that way, she couldn’t embarrass you in-front of the shirtless male model at the entrance.
Are you overcome with nostalgia for your middle school wardrobe now? You are probably not dying to put on a striped henley and denim mini skirt, but you might still have some loyalty to your favorite middle school brand. Next time you go to the mall, enter the doors of the store you haven’t been to in for close to a decade. I can guarantee you, it is not the same store you remember, but it’s the same brand. Over the past two years, Abercrombie and Fitch has completely rebranded and it’s time for A&F merchandise to start filling your closet once again.
In response to slumping sales, Abercrombie & Fitch is headed in a new direction, and here are a few changes they have made.
Leadership
Abercrombie has fired controversial CEO Mike Jefferies and appointed Jonathan Ramsden as chief operating officer. Abercrombie also appointed presidents for its various brands creating a more democratic leadership structure.
Store Atmosphere
You know those complaints your mom used to make about the store atmosphere? They are no longer valid. Believe it or not, my mom not only went in the store the other day, but bought something for herself! Abercrombie removed their signature blinds from the store windows giving the store a brighter appearance. That strong scent you remember? It was Fierce cologne. Fierce used to be sprayed on every clothing item by store employees several times an hour. Now, it is sprayed once a day through an automated system. The music volume has also been drastically lowered. With these changes, now your senses won’t be attacked every time you enter the store.
Merchandise
Abercrombie is not selling the same clothes it sold a decade ago. Actually the clothes they are selling are more similar to those of Forever 21 and Urban Outfitters. They have great basics and cute trendy pieces. Whatever you are looking for, you will be shocked that you can now find it at Abercrombie.
Cost
Remember those $40 tank tops that were tissue thin, but you still bought? Don’t worry about breaking the bank anymore. Abercrombie’s prices have dropped dramatically and are beyond reasonable. Some things even sell for less than they would at Forever 21.
Sales/Promotions
On top of the already low prices, Abercrombie is constantly having sales and promotional offers. If you see something you like, I would suggest waiting. There is a good chance a “40% off your purchase” e-mail will come in within a week. I have been shopping (again) at Abercrombie for the past couple months and have to spend full-price on an item!
Reducing Logos
Logos may have been cool a decade ago, but Abercrombie understands they aren’t anymore. They have done away with the embroidered moose on most of their items and no longer have a logo t-shirt section in their stores. Your outfit will be so cute, that no one will even know it’s from Abercrombie.
The Color Black
Former CEO Jefferies reportedly believed that the color black was too formal for his brand, so he refused to produce any black clothing. Today, Abercrombie has lifted the ban on black and now sells almost every item in a black variation.
Sexual Marketing
Abercrombie has always been known for its racy shopping bags and advertisements. Employees also used to be referred to as “models.” Today, the brand has been focused on more wholesome marketing and employees are now referred to as “sales associates” like in any other retail store.
So, next time you are at the mall, take a trip down memory lane and go to Abercrombie. I promise you, you will be pleasantly surprised.
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