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)
  • kimmy3-Bor
    9/10/2014 - 12:57 p.m.

    I think what Abercrombie wants by loosing their logo they will gain more customers. Since the teens are more worried about standing out than fitting in, Abercrombie wants to get rid of its logo. Abercrombie clothes are at least 40-60$ for each shirt or jeans, will the price be cheaper or will it still be the same? I think its a good change for Abercrombie.

  • IM2000food
    9/12/2014 - 01:00 p.m.

    Abercrombie hopes to gain more of the teens that they once had once they lose the logo . Abercrombie also hopes to gain new shoppers because Abercrombie are going to be coming out with clothes that don't shot the Abercrombie name.

  • TaylorSeifert-Ste
    9/13/2014 - 09:20 p.m.

    I think it will be a great improvement for Abercrombie & Fitch to lose their logo on some of their clothes. To me, it's more about the way you piece outfits together than where they are from. Plus having logos on everything can get a little annoying, but I do like when the companies name is on their sweatshirts. I guess that's just one of those weird things about me, liking sweatshirts with logos.

  • raye-Koc
    9/15/2014 - 10:03 a.m.

    This move may backfire for them in the future, with less consumers choosing to spend the extra for name-brand clothing that is identical to cheap knock-offs. This move definitely won't help the brand grow, as the brand recognition from people wearing the branded clothes will be lost.

  • Natalie_8901
    9/23/2014 - 01:26 p.m.

    I think what Abercrombie is doing is very smart. They used to be really popular but then kids style changed but Abercrombie's didn't. But now they are finally getting with the program and changing to their style to what kids and teens like today. I think more people will shop there now because I know I am.

  • Kaileym-Lam
    10/22/2014 - 10:38 a.m.

    I think it's a good idea that Abercrombie is reducing the amount of merchandise with their logo on it. I think it's good to support individuality, and I think that people should dress the way they want to, and not have to worry about fitting in. Finally, I think if Abercrombie made the clothes less expensive, more people would buy them.

  • Kaleys-Lam
    10/22/2014 - 11:35 a.m.

    Personally, I feel that this is a good idea that Abercrombie has decided to stop using their logo. A couple of years ago I lost interest in Abercrombie clothes because of the logo that seemed to be on every single one of their shirts. But now, looking at their website, I like a lot of the newer things that they are starting to create. I also think that they should lower prices on some of their clothes because I think that more people would buy them.

  • Kristinada-Lam
    10/22/2014 - 11:47 a.m.

    Honestly, I think it is a great thing Abercrombie and Fitch is doing this. First of all logos are totally going out of style, I've even heard it on the latest fashion magazines and news! I also really like they are taking away the logos because a lot of families have a smaller income, and they can't afford to buy clothes that have the logos on them. Now, girls can buy clothes without other friends judging them and thinking they are poor because they aren't wearing the logos everyone else has.

  • MikaylaStazewski-Ste
    10/23/2014 - 12:21 p.m.

    I think what Abercrombie has decided to do was the best choice. I know that I don't like to wear shirts with hollister, aero, or even abercrombie logos. I'm excited to see the stores new style.

  • ratiaira
    10/24/2014 - 01:58 p.m.

    i have never really went to abercrombie in Fitch my mom has but i don't really like their style of things i would rather go to hollister than abercrombie sorry but not many people like me like the place.

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