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Abercrombie Attempts to Reinvent and Resurrect Itself

With the teen consumer demographic changing so rapidly, Abercrombie and Fitch’s (NYSE: ANF) peppy apparel and sexy advertisements are no longer appealing to the youth consumers and this is indeed being reflected in the company’s sales. The brands target consumers are moving away from brand names that used to control the market less than ten years ago and more towards trendy but affordable fashions. 

According to Business Insider, Abercrombie is trying to adapt to this change and began making efforts to market to this broader audiences, not only of teens, but of consumers in their 20s as well. "It’s an opportunity to connect Abercrombie & Fitch with its heritage and move it up in demographic," Jonathan Ramsden, the brand’s chief operating officer and chief financial officer explains what the company hopes to come from this transition. He states, "It’s an opportunity to connect Abercrombie & Fitch with its heritage and move it up in demographic."

By mellowing its ads and removing heavily logo-ed clothing, the brand hopes to offer “timeless” style. We will have to see if these changes affect their business and sales.

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