A&F, The Originator Of Sexy Marketing, Is At A Critical Juncture.

Miss Ge bought a red sweater (RMB 498 yuan) at the Hollister (A&F brand) store on the 3 floor of Raffles, and found that the color of the clothes under the white light was very different from that of the dim light (red light). Then returned to the store, and the result was told by the waiter that the clothes of her brand could only be replaced. When Miss Ge questioned the terms of the service against Chinese consumers, the waiter said with arrogance, "you are not the first person to come with us!"

This is not the first time that Hollister has been complained of service, and the online shopping community often appears on this brand.

When you go shopping in this store, you can feel the difference.

Reporters came to Beijing's first Hollister in Taigu, Sanlitun. The strong smell of Cologne diffused from the shop and was dim and almost invisible. Neo classicism.

Let the shop look mysterious and gorgeous.

When choosing clothes, you can hardly see the waiter serve you, because they seem to have a sense of distance -- comparable to the tall figure of the model, the beautiful face of a star, the arrogant temperament and the sexy clothes.

Yes, these waiters are young, beautiful and fluent in English, but they are good at everything, but lack of "service spirit" and respect for customers.

US youth apparel retailer Abercrombie&FitchCo. (ANF.NYSE) (hereinafter referred to as the "A&F") and its brand of the same name: A&F, Hollister and abercrombie three brands, collectively hit the market in 2014, according to the A&F 2014 third quarter earnings report, the group's overall sales fell 12% to 911 million 400 thousand U.S. dollars, net profit fell 25% to $10000 million; the same store sales 10% decline, of which the US market fell 7%, the international market fell 15%; 2015 before the United States closed around 100 stores.

In December 2014, DebShops and Delia*sInc of youth clothing brands filed for bankruptcy. In January of January, young women's wear and accessories brand WetSeal also filed for bankruptcy. The Cache, which has been brilliant for more than 40 years, has been declared bankrupt.

In the bankruptcy petition, Cache said, "as the electricity supplier quickly occupied the market and consumers' tastes changed, the retail market of the entity store became more and more depressed.

Many clothing brands of similar young people are under tremendous pressure.

More and more favors fast fashion, such as H&M, Forever21 and Inditex's Zara, and online retailers are also very popular.

CEO Mike Jeffries, who left the A&F group earlier, explained the decline in performance for the 11 consecutive year:

The reasons for the decrease and the increase in discount are also the pressure on the company to drop sales of "A&F" big LOGO and elk trademark products.

But the reason for the real market shrinkage is mainly from the extrusion of fast fashion brands such as Forever21, H&M and ZARA.

Senior fashion designer Yu you told titanium media reporters that the success of fast fashion brands worldwide is very reasonable. "Their rich styles, fabrics and color choices always have a suit that suits your fashion standards. Everyone can build their own clothing philosophy in these choices. The new role of fashion bloggers is also a product of fast fashion.

Not to mention the great advantage of the price of the people.