A&F Will Provide More Fashionable Clothes And Pform Brand Style.
Recently, at Abercrombie&FitchCo.'s conference call, the word "teenager" was mentioned at 0.
Instead, the group said it wanted to change the flagship brand's Abercrombie&Fitch strategy - widening the target market, changing brands and providing clothes that are more stylish rather than academic.
The latest quarterly report released by Abercrombie&FitchCo. showed that the company's net loss in the first quarter of 2015 was US $63 million 200 thousand, a net loss of US $23 million 700 thousand in the same period last year, and net sales decreased by 14% to 709 million.
In December last year, the former CEO Mike Jeffries left the group and had never found a suitable successor.
Abercrombie&FitchCo. said in its investment relations news that the group is working on a new chief executive, and if it can not find the right person, the company's performance may be affected.
The group tends to choose from the inside, including the chief operating officer Jonathan Ramsden, Abercrombie brand president and Hollister brand President Fran Horowitz.
The group also admits that "if the company's brand pformation fails to achieve the desired results, it will have a negative impact on the company."
Executive Chairman Arthur Martinez said: "this quarter, in order to revitalize the brand and increase revenue, the company is working hard.
We also know that the change from administrative personnel to brand is difficult in the first quarter.
Previously, Abercrombie&FitchCo. has 4 major brands, Abercrombie&Fitch, Abercrombie, Hollister and GillyHicks.
But in November 2013, the company decided to shut down its independent operation.
GillyHicks
Now, the limited edition product of GillyHicks is sold in the store of Hollister.
This time, the company, which has dominated the teen market for decades, once again stressed the need to pay more attention to "senior" consumers, the ideal consumers are university or just graduated students.
Earlier, according to the survey released by PipeJaffary, a US investment bank, for us youth consumption behavior.
For the first time in history, teenagers spend almost as much money on food as clothes.
Teenagers spend 23% of their money on eating.
The next step is to buy clothes, which account for 20% of the total consumption. Many teenagers are more willing to buy iPhone than cool T-shirt.
The consumption habits of major consumer groups have changed.
Abercrombie&Fitch
It is not surprising that Co. has a brand adjustment.
But this does not mean that Abercrombie&FitchCo. has given up the whole youth market. The biggest adjustment is its flagship brand Abercrombie&Fitch.
As early as last year, the group has revealed that changing consumer concerns will be achieved through the same brand name Abercrombie&Fitch.
"Over the years, teenagers have no longer loved the product line of Abercrombie&Fitch.
We will have new categories for Abercrombie&Fitch, and market and price adjustments will target slightly older college students.
Group chief operating officer and chief financial officer, Jonathan Ramsden, said.
During the quarter, Abercrombie brand sales decreased by 12% to 340 million US dollars a year, while same store sales fell 9%.
At the same time, another main brand of the group.
Hollister
Will continue to pay attention to low-end products, and use fast fashion strategy to attract consumers who once turned to Forever21 brand.
"Now we need to make a bigger distinction between the brands within the group.
Let Abercrombie&Fitch take the high-end line, and Hollister rely on the fast fashion line.
Jonathan Ramsden said, "for Abercrombie&Fitch, it helps to retain tradition."
In addition, Abercrombie&Fitch's adjustment also includes no longer using sexy naked men to make marketing gimmicks.
Investors are still optimistic about Abercrombie&FitchCo.'s change. Even though the group's net loss increased and net sales fell, even Abercrombie&FitchCo.'s share price rose by 11.7% in the week after the earnings announcement.
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