A&F'S Miraculous Performance Depends On Getting Rid Of Sexy Marketing.

The naked man is gone, replaced by a pure impression. Her name is Neelam Gill, and is fighting for the minimalist line.

The change not only won a lot of praise from fans, but also made a perfect stop for the promise made before the A&F brand.

Six years ago, A&F announced a huge loss. The reason for the loss is that young consumers are used to buying almost the same cheaper clothes from other brands, while A&F is old.

After surrendering to the "price reduction", the company has begun to make more changes, such as "naked men".

A&F has indeed launched a scrambling campaign for sexy marketing, and its fame has increased, but its performance has not improved and is still declining.

This year, it completely abandoned the "sexy" route and turned to "sexless" 180 degrees, but it miraculously improved in the third quarter of 2015.

In the past six years, A&F has made frequent moves on the road to rescue. The brand of "indulgence" for many years has finally turned over in "abstinence".

Six years ago, A&F used "naked men" to save the hard situation of the brand. But in the past four or five years, the money has not been burned down, but the performance has not improved. In the middle of this year, A&F issued a statement and completely abandoned its "sexy marketing" route.

Because in April of this year, A&F brands promised not to allow models to go into vacuum or rely on super sexy and naked picture albums to achieve sales goals.

Recently, according to the latest publicity campaign of the brand, A&F has indeed kept its promise.

More importantly, profits increased by 130% in the third quarter of this year, and the share price jumped 20%.

This pformation is enough to keep everyone in the industry stunned, including Xiaobian, which is the reason for writing it today. But those successes and failed "SEDUCTION" in the past should not be classified as "zero egg", because "sexy marketing" has not driven the performance, but after all, it has been popular all over the world.

As early as Jeffries took over A&F in 1992, the original surfing and leisure brand turned into a rebellious and sexy fashion brand.

Meanwhile, Jeffries has made dim lights, loud music, strong perfume, big naked male posters and half naked male salesmen become the image of A&F in the minds of consumers.

Malhere, a French retail store designer, calls A&F shop a disruptive innovation that allows high school students who aspire to adult life to experience the feeling of going to nightclubs.

Later, the company became more daring.

In their late-Nineties ads, a pair of men and women in underwear continue to challenge the limits of erotic temptation.

A&F emphasized this image in overseas expansion and invested a lot of money in it.

In 2009, A&F launched the naked man marketing mode to save the company's hard performance and promoted the sale of naked men in all brand stores.

It worked quickly.

Before the opening of the flagship store in Tokyo, customers began queuing at 7 in the morning. The first day of operation opened the highest sales record in A&F history stores.

But this trick does not guarantee that Asian customers can keep a long-term interest in it.

Because outdated "sexy" brings more A&F to the crowd, it makes the A&F look more like the 1980s aesthetic.

In 2012,

Japan's flagship store was declared a failure.

So far, the sexy marketing era of A&F has passed. In 2013, A&F's three quarter performance loss was $15 million 644 thousand, and its performance fell 25% in the same period in 2014.

In May this year, A&F completely abandoned the "sexy marketing" mode. Today, it has always become the past tense.

"The first thing to smell is not its shadow," and the American leisure apparel brand A&F can be regarded as a must in this respect.

The brand is well known for its iconic Cologne flavor.

However, a large number of customers reflect that the fragrance of the shop is too irritating.

Therefore, A&F decided to reduce the fragrance concentration in the store.

It is reported that, as a means of sale, A&F spray a large number of iconic Cologne Fierce in the shop, and the shop is full of irritation of loud music and dazzling lights for a long time, and the smell of Fierce Cologne in the shop is too strong, so people often have a splitting headache after leaving the shop.

Since 2010,

And Teens Turning Green, a youth organization, has been protesting against A&F's "poison fragrance". A&F has been lowering its fragrance concentration, but it hasn't changed the formula of fragrance yet.

In 2008, A&F refused to hire Muslims because it had to avoid the need for Muslims to wear headscarves, but it eventually lost 8 votes to 1 in the Supreme Court.

A&F and its youth vice card Hollister are officially landing.

The official website of Chinese consumers has been launched recently, making it a major milestone in the development of the Chinese market.

It is reported that the products sold by A&F and Hollister official website include not only the classic style of this season's counters, but also all kinds of new men's and women's garments, specially made for A&F flagship stores, and online shop exclusive sale.

At the same time, consumers in Hongkong official website and the official website of the United States to enjoy the Clearance clearance discount area has also been pplanted, some goods can enjoy as low as half off of the discount.