Abercrombie and Fitch, once a large trend setter in the fashion industry for cool kids, is now seeing regular declines in their quarterly reports. This is why there is a huge need for the company to reinvent their marketing strategy through developing an appropriate marketing mix which puts an emphasis on reinventing its products and promotion.
The declining in sales of A&F is largely attributed by the changing trends of how millennials shop nowadays. “Abercrombie’s downfall was representative of a particular shift over the last several years in the retail industry: consumers stopped letting retailers dictate trends, and started deciding for themselves what they liked” (Beach Body). With the rise of social media and instant means of communication, everyone is a star of their own world. The 21st century has put more emphasis on self-definition than letting a store say what is currently in. This change in trends goes against the fundamental mission statement of A&F which is to basically set trends for their prospective consumers, leading to the decline of mall traffic and the change of consumers to fast-fashion chains like H&M and Zara (Beach Body). As a result, sales of A&F was heavily affected with a 14% drop in sales in its holiday quarter in 2014 (Sales Drop). In a graph established in Gottfried’s article, the efforts to reinvent A&F only briefly save sales at the company at Q4 in 2015 and the declining in sales continued into 2016 (Angst). The self-definition and turning away from higher end stores …show more content…
They have changed their logos, ads, been putting on clothes that are in demand at a particular time, and also introducing more affordable clothing lines. However, A&F has a long way to go in order to reattract their teens customers from the rising H&Ms and
The declining in sales of A&F is largely attributed by the changing trends of how millennials shop nowadays. “Abercrombie’s downfall was representative of a particular shift over the last several years in the retail industry: consumers stopped letting retailers dictate trends, and started deciding for themselves what they liked” (Beach Body). With the rise of social media and instant means of communication, everyone is a star of their own world. The 21st century has put more emphasis on self-definition than letting a store say what is currently in. This change in trends goes against the fundamental mission statement of A&F which is to basically set trends for their prospective consumers, leading to the decline of mall traffic and the change of consumers to fast-fashion chains like H&M and Zara (Beach Body). As a result, sales of A&F was heavily affected with a 14% drop in sales in its holiday quarter in 2014 (Sales Drop). In a graph established in Gottfried’s article, the efforts to reinvent A&F only briefly save sales at the company at Q4 in 2015 and the declining in sales continued into 2016 (Angst). The self-definition and turning away from higher end stores …show more content…
They have changed their logos, ads, been putting on clothes that are in demand at a particular time, and also introducing more affordable clothing lines. However, A&F has a long way to go in order to reattract their teens customers from the rising H&Ms and