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
Lexile

The Abercrombie & Fitch logo has lost the power it once wielded.

Abercrombie & Fitch Co. reported weak sales this week. More teens are shopping elsewhere.

The company is trying to stock trendier clothing and 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 have been popular 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. They face a battle to turn their businesses around as mall traffic drops and shoppers' tastes change.

Parents and teens are starting to think twice about splurging on clothes. Abercrombie has lost business to "fast fashion" chains like H&M. It's 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 predicted sales would not improve much the rest of the year.

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. They include Aztec printed silky pants, sleek maxi-dresses and slouchy T-shirts with scenic images and French sayings.

But the big change, of course, is clothes that don't shout the Abercrombie name. For the fall shopping season, A&F has reduced its logoed merchandise by half.

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

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COMMENTS (178)
  • Iline08
    9/03/2014 - 09:34 a.m.

    wow that surprising i remember how popular that was but i don't really think that it will improve that much since more people do shop on-line more. Hollister has been around so maybe A&f still have a chance but they better improve fast or they might lose a lot popularity.so i hope everything comes out OK .

  • KathyBuns
    9/03/2014 - 01:22 p.m.

    To be honest, I've never shopped at that store. I've heard it's really expensive, and that's something I don't have- money. Maybe that's also why this company is losing production. You're sales prices are much too high. It's interesting that now they have to remove the logo thinking it might help. I honestly don't think that will affect anything. It's a good thing though that now they're trying to change this. I hope things change for the better.

  • warriorgirl20
    9/03/2014 - 02:10 p.m.

    I don't shop that much at A&F so i didn't know that they were going to lose power in there business.Yes they do need to get more trending clothes hes so more teens will come in to buy them!

  • Eugene0808-YYCA
    9/03/2014 - 08:47 p.m.

    I do not think Abercrombie should not lose its logo because Abercrombie could have a better future. It is shocking to see that one of the bestsellers in merchandise is giving up just because it lost a lot of customers. This goes to the same to businesses that just started. They don't get as much customers as businesses that started a long time ago. I feel like Abercrombie should not give up.
    Critical thinking challenge: What does Abercrombie hope to gain by losing the logo?
    Answer: Abercrombie hopes to be more successful as customers drop and focus on other stores.

  • shermiyah
    9/04/2014 - 12:11 p.m.

    They hope to gain people will still remember they logo and there name and the Aztec printed silky pants, sleek maxi-dresses and slouchy T-shirts with science images and french saying.

  • britney_abigail04
    9/04/2014 - 01:12 p.m.

    They hope to gain more shoppers and teens to buy more clothes form them instead of teens buying the latest gadgets on their smart phones and laptops.

  • Skyla22607
    9/04/2014 - 01:18 p.m.

    More money because they don't get that much money because the original shirts are getting lame and to plain to teenagers. I like the shirts but I guess everyone else is losing interest.

  • Cameronmfix
    9/04/2014 - 01:18 p.m.

    I think that they hope to gain not only mass profit again, but to have back their popularity. Their clothes have been becoming less popular at a rapid rate. With these new clothes, they may just be able to gain more popularity among the teens.

  • Charlesness
    9/04/2014 - 01:20 p.m.

    I think the reason they changed there logo is so that the wearers of this product would stand out and they could add a variety of different styles with this type of brand

  • Max2001
    9/04/2014 - 01:26 p.m.

    I think Ambercrombie is trying to gain their customers back. I think this is a good way to at least try. Ambercrombie will probably get better if it gets attention.

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