Hundred Years Brand Is Undergoing Unprecedented Test.

Forbes once conducted a market survey in the United States, and found that several brands are in danger and may even disappear, including Abercrombie&Fitch.

The Centennial brand, founded in 1892 in New York, is facing unprecedented challenges.

A&F entered the Chinese market not long ago. Its brand Hollister opened in Beijing two years ago. At present, there are only 9 stores in the mainland.

Compared with other American fashion brands, the reason why Hollister shops slow up is largely due to excessive prices.

A&F and all its brand positioning are young audiences. Take the latest summer white jeans in 2015 as an example, a quality, design and fabric medium pants are priced at 469 yuan RMB.

Such pricing is obviously not in line with the consumption ability of the mainstream Chinese teenagers.

For the mature population with strong spending power, the products here simply do not conform to their demand for quality.

"Embarrassment" has become.

And Hollister entry

After the key words.

Yu you, a senior fashion designer graduated from the fashion design department of Tsinghua University, told us that in her observation, A&F and its Hollister (because Abercrombie did not enter China for the time being, therefore do not comment) for nearly ten years in the design, and the style is very limited. Most of them are sweaters, T-Shirts, jeans and flower skirts.

There are almost all the milu deer and seagulls that symbolize the brand.

As early as twenty years ago, such designs and large

It can also have some impact on the market, because the A&F group emphasizes that "no change or no reduction" is due to "honor and low-key luxury".

Unfortunately, since the emergence of "fast fashion" brands such as Forever21, H&M and so on, plus the impact of mobile Internet on offline sales, the diversity of fashion ecology has taken place. Innovative styles and low prices and convenient online shopping channels have been attracting young consumers' purse strings.

If Mike Jeffries's departure shows A&F's determination to reform, then deciding not to print big logo on clothes is a new challenge to repositioning A&F's brand image (which is totally contrary to Jeffries's emphasis on "noble feeling").

When Jeffries stepped forward, the executive vice president of A&F, LesleeK.Herro, eagerly announced to the outside world the latest strategy of the group: "in overseas markets other than the United States, it will continue to fight logo, but in North America, the company will completely" go logo ".

At the latest opening ceremony, all naked men were dressed in their clothes.

The change of times makes the traditional industries that are sticking to themselves in a miserable situation. Although Jeffries has made A&F rely on logo for more than 20 years, it is a pity that this era is coming to an end.

After all, the lifeline of fashion retailing is products and services. Only by grasping these two lifeline, can the market and word of mouth be awakened again.