Abercrombie&Fitch Performance Or Bottom Up Rebound

After giving up sexy marketing, the United States looks brand new.

Retailer

The results will be bottomed out.

According to the world clothing and shoe net, recently, in the latest announcement issued by Abercrombie&Fitch, the fourth quarter results of the 2017 fiscal year ending in February 3rd are expected to increase.

Meanwhile, the group is evaluating the impact of the new US tax reform bill on the fourth quarter of the brand.

The chief executive, Fran Horowitz, said that all the Group owned

And channel performance during the holiday season recorded growth, especially in Hollister, while comparable sales of Abercrombie brands are expected to return to growth in the fourth quarter.

He stressed that consumers have always been the core of all the pformation and reform measures of the group, and are the main driving force to push forward the brand performance.

In the three months ended October 28th, the group's net profit rose 2.8% to $10 million 100 thousand, while sales rose 4.5% to $859 million over the same period, compared with sales growth of 4%, according to the fashion business express.

During the period, Hollister brand sales increased 8% compared to the same period, while core Abercrombie brand sales recorded a 2% decline.

Group Chairman Arthur Martinez said that under the effective leadership of Fran Horowitz, the group's performance is making significant progress. In order to better realize the brand pformation, the group has set up an elite team focusing on consumers, revitalizing brands and management, which helps the group to maximize investment returns to all channels and marketing.

Baird Baird analyst Mark R.Altschwager is optimistic about Abercrombie&Fitch's performance in 2018.

At the same time, the group announced that the 78 year old Arthur Martinez will retire in February 3rd, and Terry L.Burman will become the chairman of the board.

In the statement, Arthur Martinez stressed that with the development of the group gradually on the right track, it is the right time to give the leadership of the board to Terry L.Burman.

Terry L.Burman is currently the nominated chief independent director and chairman of the board of directors of the group. He joined the board of directors in the same way as Arthur Martinez in January 2014. Arthur Martinez was then a non-executive chairman and was promoted to the Executive Board of the group in December of that year.

Before joining the group, Terry L.Burman was the chief executive officer of Barry's Jewelers, Signet and the former chairman of Zale company.

Arthur Martinez has worked in Sears department store, HSNi and Kate Spade.

Founded in 1892, Abercrombie&Fitch has been popular among young consumers for selling naked men, sexy advertisements and nightclub shops.

However, with the gradual growth of the original target consumers, these originally alluring elements are no longer "sexy".

In order to save the performance, the controversial CEO Michael Jefferies was sacked in December 2014.

After Arthur Martinez took office, it began to sell its brand products in third party channels, which changed the original vertical management mode of the group. The management structure changed from the horizontal structure originally classified according to the product department to the vertical structure according to the brand, and changed the internal management of the group.

In 2015, Arthur Martinez invited Aaron Levine and Lisa Lowman respectively to be the design director and Hollister senior design deputy director of the group. In the same year, Stacia Andersen was appointed as the president of Abercrombie&Fitch brand, while Kristin Kristin was the president of the brand. However, it was not until February last year that the Group announced that it was the new CEO, and the position was vacant for 2 years.

Under the leadership of Fran Horowitz, Hollister is the first successful pformation of the group to win the brand of performance recovery. Now the Abercrombie&Fitch brand is following the pformation strategy of Hollister.

While weakening the brand sexy image, more American California lifestyle ideas are injected, but the age of the target group is relatively mature than that of Hollister.

In addition, the Abercrombie&Fitch brand launched Kids series for children aged 5 to 12 years ago in order to lock in younger consumers and place their hopes of recovery in the upgrading of retail stores and experience.

Last year, Abercrombie&Fitch brand refurbished some of its stores, adding new high-tech equipment to further enhance consumer shopping experience.

Last December 1st, the brand new concept store opened in Harbour City, Hongkong, which is the first new concept store in the US overseas.

In an interview with reporters, Abercrombie&Fitch brand President Stacia Andersen stressed that shops have always played an important role in communication with consumers in the brand management concept. The launch of new concept stores will help brands better understand and timely receive consumers' feedback and shopping preferences.

Some analysts pointed out that after effective communication with the new generation of consumers, Abercrombie&Fitch finally realized that naked men standing at the door were no longer important. Products and services were the key to ensure that a brand could be evergreen.

After the news release, Abercrombie&Fitch group's share price rose 12.6% to $22.43 per share on Monday, and its stock price has risen more than 92% in the past year, and its market value is now about 1 billion 530 million dollars.

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