Abercrombie & Fitch removes logo from clothing | RetailDetail

Abercrombie & Fitch removes logo from clothing

Abercrombie & Fitch removes logo from clothing

Abercrombie & Fitch (A&F) will have removed its logo from all clothing by spring 2015, in order to follow a trend among youths to be "brandless". It signifies a violent break from its past.

Trend flips around

 

In the past 15 years, A&F became huge through clothing which featured its logo in a prominent place. Teenagers found it cool to wear these clothes as proof they belonged to a certain group.

 

That trends has violently flipped around: nowadays, more and more teenagers buy (logo-free) clothing at Primark, H&M and Forever 21, which are cheaper to buy. Forever 21 has jeans for under 10 dollars (7.5 euro) while A&F charges 75 dollars (60 euro).

 

A&F's policy basically went against the trend, which shows in the ever-slowing sales in the past 10 quarters. Turnover in its last quarter dropped another  6 %, to 891 million dollars (676 million euro).

 

Close stores to save money

 

That is why CEO Mike Jeffries has decided to switch tactics. By early spring 2015, all logos should be removed from all clothing, while costs have been cut in order to make A&F clothing cheaper. In North America alone, 60 stores will close once the rental agreement has expired.

 

The supply chain will also be streamlined, so that A&F can quickly respond to any new trend.

Questions or comments? Please feel free to contact the editors


Carrefour Belgium launches personal shoppers with 90 minutes delivery

19/07/2018

In the intense struggle for the customers' favour, Carrefour Belgium has presented a new service - featuring personal shoppers, delivery within 90 minutes and an app that can be expanded into a market place.

Cultured meat in stores by 2021?

18/07/2018

Commercialization of laboratory cultured meat is coming closer. Pioneer Mosa Meat has raised 7.5 million euros for the construction of a factory that will bring an affordable product to the market within three years.

Aldi commits to renewable energy

17/07/2018

Aldi Nord has published an ambitious international climate policy: the retailer wants to reduce greenhouse gas emissions by 40% by 2021 and reveals some compelling figures in its second sustainability report.

Discounters' major opportunities for growth in Western Europe

16/07/2018

Despite the multitude of stores in most European markets, discounters plan to open up to ten million square metres of store surface in five years' time. Even in so-called saturated markets they still see a lot of chances for growth, LZ Retailytics says.

Contamination bites huge chunks of Greenyard's value

16/07/2018

Vegetable producer Greenyard is under attack after a listeria contamination in its Hungarian factory. The company says to have taken all necessary measures, but the share price plummets.

Starbucks dumps plastic straws worldwide

12/07/2018

American coffee company Starbucks will ban plastic straws in their stores starting from 2020. A small step for coffee enthusiasts, but a big step for the environment, as the coffee giant uses about a billion straws every year.