Abercrombie & Fitch Will Open Fifth Stores In China.

A&F's current operation seems to have all the way back.

CEO Mike Jeffries, which promoted the sexy marketing route one by one, left a big change in the top and design teams in August 2015. Now, Aaron Levine from Ralph Lauren and Kristina Szasz from PVH are the design directors of men's and women's series respectively.

This new store opened on the ground floor of IFC, Shanghai, Lujiazui. The lights of the new store are brighter, the music is not loud, the display is more open, and the clothes design is no longer tight. But the logo of the naked men's perfume is still on sale, and the fragrance is lightened by 25%.

In the past 2015, we may have said at least 5 times how unsatisfactory the company's performance was.

Same store sales fell for 13 consecutive quarters, with net losses rising from $23 million 700 thousand to $63 million 200 thousand in the first quarter.

At present, the company is seeking pformation. According to the latest three quarter earnings report, net profit growth is as high as 130% due to reduced discount sales and cost control.

"

It's not easy to use. "

Michael Scheiner, senior director of marketing and PR relations, told us, "now we need to do lifestyle."

Sexy marketing is not easy to use. Well, it's one thing to say this from the media. It's another thing to say from A&F.

It means that the so-called "look and decline" is not a bad thing, and the company really boils down to bad sales in the past.

However, we must say that hormones are human nature.

Sex always has a market, and A&F's judgement today is not necessarily correct.

They claim that they want to sell their lifestyle, but what is the lifestyle of A&?

In the past, the image of the brand remained in the way of junior high school students in the United States.

Hot pants, jacket, foot dragging, um, junior high school students on the west coast.

This burst of youthful feeling was really a while, but it was the last generation of leisure.

Brand has also been

The disadvantage is attributed to excessive logo exposure.

It has been said for quite a while, but we also do not fully agree with this statement.

You look at the so-called "tide card" on the main street, which is not a super Logo, but the cool boys do not care about them.

The real problem with A&F is that before the spread of fake commodities, logo has become a symbol that people can not avoid, and the Burberry grid disaster is a reason.

"Lifestyle" and "remove logo" are mentioned repeatedly in Michael. They do not yet have a clear strategy for Chinese market.

For example, whether to enter Tmall (Abercrombie & Fitch & Hollister's low price line Hollister has Tmall store), for example, the expansion plan of China in the future, such as brand think China.

What exactly do you want?

They also introduced abercrombie kids into the store for the first time, because they thought that many customers were shopping with their children, so they wanted to try to enter the Chinese children's wear market.

But Michael did not answer more specifically to the exact market characteristics and product demand.

When we asked about what the vision of "100 stores in 10 years" meant, he couldn't answer it either.

From the number of fans on micro-blog platform and WeChat's reading volume, A&F's performance on social networking platform is fairly good (if the data is real).

A&F is still a stranger in China. How can they be?

The only thing to be sure is that the competition for fast fashion is extremely intense, and their days will not be too easy.

Oh, yes, this time, there will be no crowds of naked men attracting guests at their new shops.