Abercrombie&Fitch Is Still In Pition. This Time We Went To The Middle East.

The American fashion brand Abercrombie&Fitch, which abandoned sexy marketing, is still in pition.

This time, it has not repeatedly reiterated its new strategy of "changing stores, changing perfume and changing designers", because recently it has found a new force: going to the Middle East.

The Middle East is a magical market. Although the majority of Muslim people are in the mainstream, many men and women wear robes and scarves, but for now, it seems that they are happy to accept the famous A&F.

And last year, the US High Court also sued A&F, saying it refused to hire.

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It depends on the vastness and freshness of the Middle East market.

Regional sales are still growing.

According to TrefisTeam, a market research firm, nearly 36% of A&F's sales are outside the US.

Its overseas stores are bigger and its products are richer. Globally, the sales volume of US $770 per square foot is only US $420 in the US.

In 2015, A&F opened a store in Kuwait and Dubai, announcing its extension to the Middle East.

Next, A&F plans to open stores in Qatar, Bahrain, Oman and Saudi Arabia.

In this context, the European market has been unable to provide significant growth because of its early maturity.

In the past few years, A&F turned its attention to Asia, but touched the slowdown in the economic situation in the Asia Pacific region, China and

The sales volume is not very good, forcing A&F to turn its target to the Middle East.

"As the mid-range fashion brands pick up, the high income of the Middle East residents can provide support for them.

In Dubai's MOE shopping mall, new brands emerge in an endless stream, but Dubai can provide new conspicuous and extensive land for international brands. Tourists may also go shopping in MOE, so A&F shops are the best choice for Dubai.

DianaJarmalaite, a market analyst at EuromonitorInternational, told TheNationalBusiness website.

It is understood that Abercrombie's Deputy brand Hollister has opened 8 shops in the Middle East.

These portfolios may gain positive gains in the future.

The strategy of entering the Middle East is also expected to help A&F's pformation work further.

In March, A&F's earnings showed the best quarterly earnings since 2012. Retail experts think it still has too many stores in the United States, but it can be more bold internationally.