Fashion retailer Abercrombie & Fitch has seen a same-store decline in sales for the 14th consecutive quarter, however improvements in its Hollister brand are proving more positive and are thought to be stemming the overall decline.
Some changes that have already taken place include the removal of the signature dim lighting and loud music in some of its stores as well as diluting the company’s infamous ‘look policy’.
Neil Saunders, CEO of retail consultancy Conlumnio, said: "A&F now needs to be much more decisive about what it stands for and who it wants to serve: in essence it needs a much clearer and more relevant brand identity," adding "This is far from an easy task and A&F has to tread a careful line between toning down the brasher elements of its image and becoming too generic — which will pitch it more firmly against cheaper competitors like H&M and Forever 21."
Arthur Martinez, executive chairman who has stepped in for the time being until the company finds a replacement for Mike Jeffries, who left in December, commented: “While our turnaround won’t be accomplished overnight, we believe the changes we are making will reinvigorate our iconic brands and lead to meaningful and lasting improvement,” adding that “customer perception will only change when we improve the product lines and product assortment". Abercrombie said that it expects sales to continue to improve in the remaining three quarters.
