Abercrombie & Fitch decides to lose the logo
Abercrombie & Fitch decides to lose the logo A man holds shopping bags from retailer Abercrombie & Fitch while waiting to cross a street in New York (Reuters)
Abercrombie & Fitch decides to lose the logo
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The Abercrombie & Fitch logo has lost the power it once wielded.

Shares of Abercrombie & Fitch Co. fell Thursday after the retailer reported weak sales as more teens shop elsewhere.

The company is trying to stock trendier clothing and it turns out that means stripping off the once-prized Abercrombie logo.

It is a major change for the retailer, whose sweatshirts and T-shirts emblazoned with its name long held major cachet with teenagers. Now, individuality is the name of the game.

"Personal style, specifically with teens, is becoming less about fitting in and more about standing out," said Lauren Wolfenden, a senior advisory analyst at WGSN, a fashion trend consultancy. "A&F has wised up to this by phasing out the cookie-cutter logo-ed product look and bringing in trendy pieces that can be worn in a multitude of different ways."

A&F and other traditional teen stores have to adapt in an uphill battle to turn their businesses around as mall traffic drops and shoppers' tastes change.

A slowly recovering economy is making parents and teens to think twice about splurging on clothes. Expensive standbys like Abercrombie also have lost business to "fast fashion" chains like H&M, known for quickly churning out trendy $9 tops.

Teens are also spending less time at the mall and more time researching and buying on mobile devices. And when they do buy, they're more likely buying the latest gadget than filling their closets.

Last week, Aeropostale last week reported its seventh consecutive quarterly loss on slumping sales. It also forecast another loss in the current quarter.

Mike Jeffries, A&F's CEO, said in a statement that the retailer has made progress in stocking trendier clothing and said the improvement is "clearly evident" in its back-to-school business.

"In a continuing challenging environment, our sales for the second quarter were somewhat below plan, but we have seen modest improvement since the back-to-school floor set," he added.

A&F has been shortening the time from developing a design to shipping the clothing to the stores. It's also changing its color palette.

WGSN's Wolfenden said Abercrombie announced earlier this year that it would start using black in their collections, something it had never done before. She praised some of the current fashions in the stores, which include Aztec printed silky pants, sleek maxi-dresses and slouchy T-shirts with scenic images and French sayings.

But the big change, of course, shoppers are seeing is clothes that don't shout the Abercrombie name.

For the fall shopping season, A&F has reduced its logoed merchandise by half, and plans to go further.

"In the spring season, we are looking to take the North American logo business to practically nothing," Jeffries told investors on a conference call.

Critical thinking challenge: What does Abercrombie hope to gain by losing the logo?

Source URL: https://www.tweentribune.com/article/teen/abercrombie-fitch-decides-lose-logo/

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COMMENTS (41)
  • destiny2-Bor
    9/10/2014 - 10:56 a.m.

    People are going to start seeing the shirts as normal t-shirts.. They will not be remembered, people don't want plaint t-shirts we want something cool, something that says WOW! With out the logo the store will eventually go out of business and another store will replace it, Maybe if the took the logo off of everything, everyone would fit in and wouldn't be judged about "oh i wear Hollister I'm better than you" If none of the stores had a logo than everyone would be the same. All of the so called "popular" kids suddenly wouldn't be able to judge the not so "popular" kids anymore so in a way this is a good thing for society but, for the store it doesn't help them at all! ~No logo, No money~

  • mickey2-Bor
    9/10/2014 - 11:05 a.m.

    I see what their trying to do but its probably not going to last taking the logo away will not work like they want but changing their color palette.

  • jailen2-Bor
    9/10/2014 - 11:07 a.m.

    That's horrible that the A&F won't have a logo anymore, but now and theses days teens are shopping online than going to the stores.In my personal opinion i think this would be a good and a bad thing.

  • kaitlynn2-Bor
    9/10/2014 - 11:13 a.m.

    i think they shouldnt take the logos off because if u dont have a logo then who would want to buy just this regular old shirts, u would love to look fashion because life without any desighns is kinda boring to me, and instead of geting ride of logos they should make new ones and more funner ones instead of boring!!

  • lizzie2-Bor
    9/10/2014 - 11:13 a.m.

    I think that what Abercrombie hopes to gain by loosing the logo would be to gain more customers. Teens are more about standing out with their clothes than fitting in. They are hoping that if they lose the logo and put more of the trending items in the store, then they would get more customers and more sales. I don't think they should take off the logo because the logo is what makes abercrombie.

  • kaitlynn2-Bor
    9/10/2014 - 11:13 a.m.

    i think they shouldnt take the logos off because if u dont have a logo then who would want to buy just this regular old shirts, u would love to look fashion because life without any desighns is kinda boring to me, and instead of geting ride of logos they should make new ones and more funner ones instead of boring!!

  • bethany3-Bor
    9/10/2014 - 12:39 p.m.

    i hope abercrombie gains more people because i like that brand i like the jeans and their sweatshirts the logo was so cute and i don't want them to go out of business they have great clothing for fall and while everybody is going to other stores in the summer a lot of people will go crawling back to abercrombie

  • grayson3-Bor
    9/10/2014 - 12:39 p.m.

    Why do they need a new logo its not like it'll change anything.If anything well everyone will be like great new logo whatever.But I like the personalizing their own style thing!!!

  • garrett3-Bor
    9/10/2014 - 12:47 p.m.

    I can see what they are trying to do they are going to drop the logo so teens will go there even more and buy clothes because the prices are going to be ceaper

  • noime2-Bor
    9/10/2014 - 12:48 p.m.

    According to paragraph 3 "The company is trying to stock trendier clothing."
    so I guess in order to be able to that they have to take down the Abercrombie logo.

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