[RETAIL IN ALL FORMATS] : Abercrombie & Fitch, the challenge

This press article explains difficulties Abercrombie & Fitch are facing :
– high prices range
– formal products range
– global atmosphere and image which does not please teens any longer
– we can also add their non welcoming shop fronts to the list!
Cf our post “[RETAIL BY DESIGN] : The anti-shop front” here

However there might be something interesting in solutions they recommend :
Reduce the number of stores, redefine their brands positioning… is basic. But the notion of opening their renting space to other compatible brands might be a model to track in the future… (Hollister + Keds shoes and other association to follow)

Source : “Comment Abercrombie & Fitch veut reconquérir le coeur des ados” – Le Monde – 19 mars 2014


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