A&F Is Not So Easy To Recapture The Market.

When you see a small number of Abercrombie & Fitch stores in China, you will have the feeling of "this is a teenager brand": the shop is filled with strong Cologne and muscled, and the salesmen who are naked on the upper part will greet guests at the door of the shop, the music of the channel is deafening and the clothes sold are loud and bright.

But in the US, the A&F brand is becoming more and more mature. Since September 2014, the perfume spray used by shop assistants has decreased by 25%, and the models have begun to wear clothes. The shop is brighter, and windows models are also showing up (of course, clothes). You can buy more comfortable sizes and black clothes that have disappeared for many years in addition to the close fitting T-shirts in the past.

Similarly, company Logo is gradually disappearing from the prominent position of clothes.

In this round of reform, the only place you can see naked models is A&F's own Cologne "Fierce".

After all, the image of a hot figure is still popular in the category of perfume.

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"Brand", founded in 2002, is considered by A&F as "the sexiest perfume in the world".

In order to protect this brand, A&F also took the lead of famous singer Beyonce to court in 2009 on the grounds of product infringement.

In 1992, he took over the position of CEO.

The potential of the American youth market has been identified, and the brand of "the coolest academy" has been successfully developed by the brand that has been established in fishing gear business for 100 years.

The photographer Bruce Weber made the brand hotter for A&F's action provocative photos and exposed models. At that time, everyone in the US wanted to have a A&F.

Jeffries is no doubt the Savior of A&F: in the first ten years he took over, the number of stores has doubled, and annual sales have jumped from $50 million to $4 billion 500 million.

But with the emergence of cheaper fast fashion brands such as Forever 21 and H&M, the A&F logo is no longer so cool for young Americans.

11 consecutive quarters of same store sales declined, leaving Jeffries at the end of 2014.

Because of product marketing and store design, American Eagle Outfitters and Aeropostale, the other two retailers that follow the A&F model, have been disappointing in recent years.

The sales volume of the three companies in 2013 fiscal year dropped to varying degrees, of which the largest decline was Aeropostale of 12.4%, which was only 2 billion 90 million dollars.

The stock prices of the three listed companies also fell by at least 30%.

In addition to letting their models wear clothes, another way A&F can think of it is to do social marketing as well as other enterprises.

On Instagram, A&F's corporate account will issue 300 new messages every week, and many fashion bloggers will also be involved.

This is indeed effective - Craig Brommers, the company's senior vice president of marketing, told Bloomberg in May 2014 that users' participation in social media was at least four times higher than that in January.

But to regain the market in the fast fashion field of strong feed, it may become more and more difficult for A&F.