Abercrombie & Fitch has hit hard times.
Sales are in a free fall, and analysts say they aren’t sure if and when the retailer will be considered “cool” again.
The two biggest criticisms of Abercrombie are:
1. Abercrombie doesn’t understand teens’ current fashion styles. The brand’s clothing looks similar to how it did 10 years ago.
2. Abercrombie is overpriced. Today’s teens are unimpressed by brand names, and can find cheap, trendy stuff at retailers like Forever 21 and H&M.
For evidence of this disconnect, look no further than these two men’s sweaters:
At $120 each, the cost is steep for teens — especially for a novelty product that they aren’t likely to wear every day.
Emblazoned with a beer mug and #party, it also appears the company is trying too hard to connect with young people.
Abercrombie customers expressed this sentiment after the company posted a photo of the sweaters on its Facebook page.
“Do they realise that the majority of people wearing these aren’t even old enough to drink beer?” one jilted customer asked.
“No offence but A&F has gotten down the hill….nobody really wears it anymore lol,” wrote another customer.
“Too pricey. It’s ok to make dope clothing at a affordable price,” one man wrote.
“This is a joke right? People actually buy and then wear this?” a woman implored.
Until Abercrombie & Fitch offers fashionable clothing at reasonable prices, its core customers will continue to snub the retailer.
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