Can Abercrombie And Fitch Make A Comeback?
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- Опубликовано: 14 окт 2019
- Abercrombie & Fitch was one of the most popular stores for teens in the early 2000s. But after a couple missteps and controversial remarks from the CEO at the time, the brand image plummeted. Now Abercrombie is trying to catch up with its competitors.
Abercrombie & Fitch and Hollister were the go-to teen retailer early 2000s, where shoppers would buy the trendiest flannels, tees and jeans.
But throughout the years, controversies surrounding the company have piled up. In 2013, comments resurfaced from a 2006 Salon article, in which former CEO Mike Jeffries' said the retailer would only sell clothes to attractive people. Abercrombie & Fitch fell to the fourth most popular brand among upper income teens in 2006, 6th in 2009, and fell off the charts after 2014, according to Piper Jaffray.
Now, the company is staging a turnaround, by transforming its image and ethos. Instead of excluding those who who didn't fit Abercrombie's style, the company has adopted a more inclusive attitude, as consumers continue to value socially conscious brands.
"We are a very different company than we used to be," Fran Horowitz, who was named CEO in 2017, said in an interview.. "We are a much more inclusive company, we are closer to the customer, we're responding to the customer wants and not what we want them to want."
In April 2018, Horowitz, laid out a four-prong vision for the company. Her plan includes redesigned stores that are open, a more responsive supply chain, a seamless shopping experience online and off, and boosted loyalty programs. If you haven't been paying attention, the company might be unrecognizable.
There are signs that consumers are responding well to the changes. In Piper Jaffray surveys, Hollister's popularity among teens has been steadily rising, and was ranked fourth among all clothing brands most recently.
But in the first quarter of 2019, Hollister reported same-store sales growth of 2%. That missed analyst expectations of a 3.3% growth, sparking a selloff of A&F shares and led investors to worry that momentum and the company's crown jewel was slowing.
The holiday season may prove to be a pivotal point. If sales at Hollister continue to slow, investors might double down on the belief that the brand is losing steam. If sales accelerate, however, that may indicate Horowitz's initiatives are winning over shoppers - who've decided to give the retailer another chance.
Abercrombie's stock has grown 36% since Horowitz took over in February 2017, but has also fallen around 22% since January. The company has a market cap of around $971.5 million.
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Can Abercrombie And Fitch Make A Comeback?
Abercombie is like that person who peaked in highschool.
More like peaked in middle school lol
Lmao so their original demographic?
Sure, everyone who goes in that store must LOVE to be blasted with very loud music.
Abercrombie is like that person who was really popular, pretty, and skinny in high school but then popped out a few kids and got really fat.
Yessss. it was their heyday. They can't afford it now:/
Their CEO is the last person in the universe who should be judging anybody's attractiveness
Nuknuk Pakpak Amen.
i was thinking the same like wow 🙈you not one to say
😂
@D K90
At first i was gonna say something to you that wasn't so nice, but then i finish reading your comment, an all i can say is GOOD ONE, IF MORE PPLS WOULD NOT JUST SAY WHAT YOU SAID BUT LIVE BY THOSE RULES AN PASSED IT TO THERE KIDS THEN HEAVEN WOULD BE HERE ON EARTH WITH US! THAT WAS SUPER COOL DUDE...BLESS U AN YOURS! MY FRIEND..
Nuknuk Pakpak ...absolutely; I agree. That was unbelievably bad form and proving that money will never "buy" anyone real class. ( Even wealthy arrogant bone head business owners ...) A truly horrible attitude from this man; regarding his disdain for customers who have paved his way to the bank. Maybe one day he will look into his own mirror and see his ugly heart reflecting back .... and realize how lame + .... UN - COOL .... HE IS. He could use a personality make - over.
Their clothes are so basic yet so expensive for no reason.
Mate have u seen supreme
Exactly i don’t know why to pay 50$ for a normal t-shirt and for a quality like that .its not dior
@@alright14 idk the material might be tbh, it's just branding
Yess I would only pay that much for something ethically made
The quality is good.
“Today our stores have lights on” lol she said that like it was an innovation.
🤣🤣🤣🤣🤣🤣🤣🤣
Next year:
we "invented" changing rooms!
I mean, if you were ever in an A&F in the mid-2000s, it kind of is an innovation 😂
kinda is for AF. before the stores used to be dark and the only there lights were warm yellow. now, most of the stores are bright and the lights are cold/white.
A&F stores used to be, and some still were in 2018-2019, stores that had little space to move, were dimly lit, and had music blaring so loud one had to shout in ears in order to talk to the person right next to them
Their target audience simply do not have the money to afford their clothes
Their parents do.
Sam Fabia not always
They're targeting upper middle class...
Lol true. I wear 5 year old clothes. :)
@IMxYOURxDADDY Cool channel, bro.
They started goin under when American middle class got broke AF in '09
Kenneth James Seems so obvious!
Kenneth James not really thats around the time all My clothes was A&F
Truth
Nah, it’s when people became “woke” and went hipster feminist vegan.
@@mperformance3502 😂😂😂
AF stores were so fking dark. When I was little, I thought they were haunted houses.
trust me they are
I know it looked like a brothel
Jean Brannum was that not the point.
I was always too afraid to go in haha 😅
Hahahahahahahaha
Remember when everyone was wearing those Hollister and AF shirts and low rise jeans and everyone was frying their hair with straighteners
This comment gave me horrible flashbacks lmao My old friend in high school in 2010 used to relax her hair every 2 weeks and straighten it every single day. Her hair was practically on life support
White lips, not matching foundation, clumpy lashes, low rise jeans, Naomi Campbell cat deluxe scent, 😎
wow why must you call me out like this 😔 literally my life my freshman/sophomore year of high school
i was a literal child but i remember
@@Feliciatanktop Every two weeks???!!! 👩🏾🦱🔜👩🏾🦲
I hate their logo on every shirt. People don’t really want to wear clothes with a logo anymore.
Devin Nguyen they don’t really do that now and had surprisingly good classic clothing when I checked them out 3 years ago
Okay actually 3 years ago they had fewer logos and good designs but rn idk I would say I’m meh about them
Big logo designs come and go. You'll be clamoring for them in about 5 years.
Creative Thinker not really unless it is a Chanel logo design
@@devinnguyen9038
See I was right. That same shirt you like from Chanel, you would like it if it had a Gucci logo on too.
their brand never changed with the time. they still look like frat clothing
Actually no. It is more “urban” now. Used to be really “preppy”
You clearly haven’t checked out their new stuff
They lost steam due to NOT having frat clothing. The white kids who purchased Abercrombie went off to college and began purchasing J.Crew, Vineyard Vines, Patagonia, etc.
Not even frat clothing lol it’s more like juvenile clothing, like a pricier aeropostale
Who called this urban because I just looked at their website and I don’t see urban anywhere.
CEO talking about who’s cool when he looks like he should be featured on “Botched “
🤣🤣🤣
Damn sis your cold as ice
Hahah that’s e really good one
Love how a clothing store is full of models who arent wearing clothes
Makes you wonder…what are they trying to show as a model,,
@@bobbysierraVlogs its to show and tell us that the clothes that they sell fits well on muscular and atheltic bodies
That’s the genius of it.
@@kuppa2997 you’re smoked out 🚬
They're not naked, are they?
I remember walking into this store in 1999 or so. I picked up a pair of jeans and saw the price tag: $129.99. Then a polo shirt: $79.99. Next stop...Old Navy
Now they have the tag on their and it'll be like 50% off. Got a $20 vest, almost bought a $60 puffer jacket and considered a $70 peacoat. They were all half off at those prices, and those are actually reasonable prices
The jeans might be worth it if they’re well made but no polo should cost that much unless it’s customized!
Make sure you don't go in 7 For All Mankind. They made A&F look like a low level brand. The same with The Rails.
Bruh....I LIVED at old navy. That was my store💪💪💪
Pro tip from an A&F employee, the jeans eventually go to $19.99 on clearance but they're still the sturdy quality that'll last year's 😁 (I never buy anything full price there lol)
**has homework late at night**
me: can Abercrombie and Fitch make a comeback???
MM Lps no
Yass
LMAOOOOOOO
They can, but they have to revamp their image. Even the nostalgic customers are dwindling now. They have to modernize. Their "teen" style is only worn by people in their 30s.
That CEO looks like he is about a third of the way into a werewolf transformation.
I LOL so hard
This was the og brandy Melville
I remember the girls who would save Abercrombie paper bags and use them to wrap their textbooks. It made high school algebra class less awful.
There was a girl in my grade who would re-use the same a&f bag every single day to carry her lunchbox. We were 14 and in 8th grade.
Omg yes lol I remember that lmao **guilty** of the book wrapping !
Meeeeee 😂
@@sirv8233 Now it's high school/college gals using Lululemon bags. I used to like ANF, now I avoid that store to a T, and went to you guessed it, Lululemon!
@@sirv8233 that’s like me a 14 year old now. All the girls use Lululemon bags as lunch boxes
Back when everyone wanted to be a model.....
egregg ergfewrgre wrong, now they want to be Instagram models
Same is happening with Victoria's Secret HQ here in Columbus, OH. Lots of layoffs in office and warehouse employees are more seasonal than full time
*Back when everyone wanted to be white rather than the shamed “poor” people of color.
egregg ergfewrgre now they actually think they are . They take pictures , post them on instagram and call themselves "influencers "
Now everyone wants to be a rapper/singer
I honestly miss the old Cali Surfer Vibes the Store had in 2006. I loved the feeling of shopping in a "malibu beach house" they used to have. Now the brand is like anyone else. nothing special anymore
It was never special and expensive af. I was glad when H&M came to the US
Abercrombie was lit in high school in the early 2000’s
Mid 2000’s too
It was popular back then BUT the brand was racist and homophobic, I love how diverse it is now
It was the IT brand, alongside Hollister. Funny because I HATED A&F and never understood why it was so hot in 2005 and 2006. I never owned anything from the brand until my late-20s when I started dressing more...conservative and a little prep/casual. But around this time they started getting rid of the small moose logo and instead had their full brand name obnoxiously spelled out like Off-White.
@@chels10902 tf that gotta do with his comment lit ≠ popular
The old ceo looks like Matt Damon having an allergic reaction
Joey's third chin dammit laughed so hard you made me wake my kid lol
😭 I was thinking Gary Busey having a breakdown
😂😂😂😂
😂😂😂😂
No. He looked like Voldemort trying to be hip in high school..
Actually love these case studies. Good job CNBC team.
except. they are trying to attribute "diversity and inclusion" as the reason for everything. the media tried to make it "a story then" and now they are trying to use "their concocted outrage, fake outrage story" as the reason for the store's decline today.
Marcus Aurelius I can only speak for myself, after hearing the comments made by the guy ceo it totally put me off the brand , mind you I was avid a&f shopper before
@@qncsc As a fat kid during A&F's peak, that's why I didn't shop there.
I saw them opening their first stores in Hong Kong on the early 2010s, and their buff models were a turn off to shop there. Plus it was really dark and felt like a club. Just a no for me at the time.
Its great
You’ve got to love how it’s consistently unattractive middle aged CEO’s and executives that are the ones that make these discriminatory statements about who can shop or represent their brand...have they looked in the mirror lately?
I call it Hitler syndrome lol. He was always promoting this blond haired blue eyed aryan super human the absolute antithesis of himself. You dont have to be perfect to promote perfection.
I never shopped at A&F because my local one STANK of this weird cologne smell and it was so dark inside I could barely see
I actually didn't mind the smell. It was way over powering though. I wouldn't want to work there.
Don't forget the obnoxiously loud nightclub music that'll deafen your eardrums if you spend more than 5 minutes there
They all smell, super dark and super loud. I prefer to shop their clothes second hand 😂
@@priscilaassis5704 Same. A&F's clothes werent even that cool
The lesson here is: Don’t hire a CEO that looks like Gary Busey.
Jon Lohrenz 😂😂
Jon Lohrenz 😹
Big fake teeth lol
😆😆😆
He grew the company for a decade and Hollister is still good....
I feel like Abercrombie didn’t change with times.
What an insightful comment
That's exactly what happened. They want to sell a hoodie for $60 in December, put it on "sale" for $50 in June. No thanks.
Excellent point, and ONE day the same will apply for Amazon when the next big way to sell retail comes along,,,,
@@tmm226 I hope so. I'm tired of shopping online. Be social and go to malls and shop.
AF died and Polo and Lacoste made a comeback
When I was in my early 20s I was approached by a store manager to work in his store because I fit their physical appearance requirements. He never stated this but eluded to it time and time again. It was just a creepy experience and I never pursued the job.
Then all of a sudden you realize you watched a 19:24 minute ad
They overestimated their potential, just like a popular high school student who after school ends comes to nought.
Your analogy is perfect!!!!
Jessica Warner thanks queen ❤️
I say let it burn like the unsold clothes they burned instead of donating over the years
Victor Ibarra omg I forgot about that
Victor Ibarra Taking a page out of Louis Vuitton’s book. Smh 🤦🏾♀️
Wow, they did that?
The truth finally came out ! It has been known but never made public news.
@@acomment5991 had to do with them not wanting poor people to wear their brand around
One year later and their revamp in my opinion has been a success. As a woman in my early 20s it’s hard to find a store in the middle, that’s not geared toward teens or women above 30. Abercrombie has made a huge improvement in all their clothing and I’m so happy that I now have a store to shop in that I feel fits my age
This vid made me feel like I had the most interesting marketing class today. I'm in my 4th year of Business Administration lol
I wish my professors played vids like this in class!
I still remember 15 or so years ago when I was looking for an Abercrombie & Fitch sweatshirt in a size and the cashier said "It's not going to fit you.". It did fit. That was no way to treat a customer that was willing to pay $60 on a sweatshirt.
Olinda I woulda told them to kiss my ass
Olinda yeah I remember the employees were horrible
Hope you didn’t buy it.
More like 95$ and that was 15 years ago. Even their basic tees were 28$.
And you still bought it?
I only buy their clothes that doesn't have a logo. Mainly because it's pretty good quality
Yea. I don't wanna be a walking billboard. lol
@@jj7958 I know right. They should be PAYING you to wear that logo. Who is stupid enough to advertise for free?
Me 2
Me too, but their clothing is not something I consider "pretty good quality" their quality is average. Their quality is similar to American Eagle, sometimes (specially the tshirts) their quality is lower. I mostly buy their jeans and sweaters because I can just buy a M online and it will fit every time.
I like Hollister’s clothing, but I hate how they stick their logo on everything. Totally ruins the aesthetic.
I feel like Brandy Melville has replaced Hollister and Abercrombie and Fitch in terms of being popular with teens and also the exclusivity.
Vineyard Vines replaced A&F too.
true but i feel like brandy melville has more of the target audience of teenage girls
Hollister is actually still riding quite strong today, but then again, they were never quite as sexualized or expensive as A&F.
I remember walking into this store in 1999 or so. I picked up a pair of jeans and saw the price tag: $129.99. Then a polo shirt: $79.99. Next stop...Old Navy
Summer Girls was huge on my first day of 7th grade. I’m so glad I never cared what people thought. All I knew was $25 for a T-shirt was ridiculous. I’m glad to say they never got a cent from me.
How about not charge $20 for a single pair of socks?
why would you go there to buy socks
Just don't go to place you can't afford. It's that simple.
Nah that’s competition. If they can’t lower prices nor increase demand, then they will fail. Let them fail. Survival of the fittest 😤
One thing I’ll say about Abercrombie value is their quality is one of the best out there. At least it used to be. I still have a logoless t shirt that I bought there in middle school (20 years ago) and I’ve been wearing it regularly since then. I recently lost another from around the same time. All of my other clothes have come and gone but Abercrombie of all companies lasts long af
I like quality and those socks I've been having them for 5 years no holes, no stretch. It just last and you dont have to spend all the time.
Wattpad authors be like “he looked like he walked straight out of the Abercrombie and Fitch catalogue” 🤷🏻♀️
Ooh moms write watt pad ficus now?
lmaoooo
So true 😂😂
What about Juicy Couture ? 😂
Every darn high school girl and their mom would wear a full Juicy outfit.
Ugh just the name of that brand puts me right off.
It quietly comes back 🫣 2022 I see a lot of girls wear croptops and pants with the logo „Juicy“ 😰 I always found it slightly disgusting to wear, but I survived 2010 with Juicy logos so 12 Years later I will as well 😣
And to think I loved both these brands in high school, now I'm thinking I'm not paying $50 for a shirt with a moose lol
Hollister was the brand to wear in middle and early high school. Then I moved on.
same
Hollister was the name of the town i grew up in. A&F had no right to take that name for themselves.
@@martinbalagat why
@Lockonese How dare you! LOL!
@@JesusMeza3 Because the name, Hollister, has already been taken. They should come up with their own name if they want to be original.
It's a fact employers hire people based on looks.I once heard a manager say "I only hired her because she has a big ass but she has no experience in retail"
Javier Jaime I worked for American apparel and my managers always asked how the prospective employees looked. If they looked suburban then send them away.
In London hollister basically only hire models too
Oh yes, that was a large part of the problem...not to mention they didn't hire people with melanin. That was a thing for me also...why the hell would I spend my hard-earned money in your store when you clearly don't want people that look like me shopping or working there?
Kellie Hickman I don’t know where you live, but I live in south Florida and there was almost always a black person working in every store I went to. I’m black and my older sister worked in Hollister. Also, when we went shopping together, she was invited to apply at Abercrombie because she matched the look. When I was older, I was also invited to apply. It’s about matching the “look” they’re going for. Maybe they don’t hire that many black people in places that don’t have a lot of black people but I went to many stores and saw black managers and everything. You just have to look good (conventionally speaking). 🤷🏾♀️
@@shillilove I'm in the Greater Atlanta area. Being that we're the "Black Capitol of The World," I definitely should have seen more representation if you saw it in South Florida! Come and think of it, I didn't (and don't) see any other kind of melanin-toned folks working there either...and again, as diverse as Atlanta is, that's a problem. But you're right, it's a certain "look" they're going for, which is why I tried on a pair of size 10 A&F jeans once and wondered if they meant for a 10 year old girl. That let me know that nope, this ain't for me. Let me take my butt across the way to Old Navy where the clothes actually fit me and they're better priced!
Weird to feel bad for a CEO, but Horowitz really has the vibe of my mom trying to correct a mess my stepdad created. Oof.
My father has some Abercrombie and Fitch clothing from the mid to late 1900's. It is rugged, and STILL wearable. This is clothing over 40 years of active wear and tear in the winter. This brand still catches my appeal in 2019 with their new twist on style. They offer a professional and laid back look, with quality clothing and designs. I think they're 2000-2013 phase was strictly for teens, but they seem to be on the right track again
Their prices are TOO high for those boring garments! They do make the best most durable hoodies though. That’s it for me.
Don't disrespect my company
Jazzmine Leigh I can highly agree with this. I’ve since stopped shopping there and focused on much more “niche” brands.
The fact most of Abercrombie’s designs are similar makes me sick.
@barcaman101 😄😄😄
Expensive? Yes. Boring? No
Jazzmine Leigh they’d have to swag
A&F: The official clothing brand of stuck up materialistic teens in the 2000s
If I flip through my high school yearbook everyone is wear a shirt with a moose on it or FITCH written across their chest. Except me, because I grew up super poor. I was lucky to shop the sale at American Eagle.
agree
@@extra_ice_girl I had it worse. I was blessed if I could buy 3 shirts for $10 dollars downtown in the Chinese stores. Plus the kids would make fun of me. All the shirts would be hanging outside in display
@@extra_ice_girl The teens would be "Ha ha ha those are the 3 for $10 downtown Chinese shirts"
@@extra_ice_girl I went to sleeping in Walmart parking lots in my car with my family. To paying a $140,000 House in one year and three months. Not bad.
I can't even walk by a store without being hit with the scent of Fierce and it reminding me of every lesbian who broke my heart from 2003-2006 😂
🤣
I'm screaming 😂😂😂 this comment won this entire comment section.
*"You look like a girl from Abercrombie and Fitch"*
Rest in Peace, *Rich Cronin* and *Devin Lima* of *LFO*
The name itself represents that early-mid 2000s MTV popped collar-huge logos shirts nonsense. When I see another mid-30s guy wearing Abercrombie, I instantly think that dude talks about the girls he smashed in college constantly and still buys Natty Ice.
Yes
Lol natty ice
I miss natty ice and smashing college girls lol
The rebranding is honestly good though because A&F now has a diverse array of employees and even the models are diverse. Love to see it!
@@masonlovesroblox Me too bro and I am 48! Worked at A&F back in the 90s when I was in college.
Y’all notice companies now are making their clothes thinner trying save cost. Nike stuff are thinner so is Express.
Phew, I'm glad I'm not the only one who sees this!
YES! My 27 year old ass went into A&F a couple months ago because they were having a jeans sale. Imagine my horror when I realized after trying them on that they were as thin as paper. I noped out of there real quick.
Go vintage! I found these amazing classic Levi's and Armani outfits.
@@mrs.s8855 Yea, honestly I have been going vintage myself because the clothes were made well. It's crazy to see my old clothes from 10 years ago that I still use last longer than stuff I recently bought this year!
I notice! I did buy some long sleeves women's vnecks recently that are pretty thick and $10 each from Target . I am impressed with the quality. Either they got the message that we notice crap quality or they will change next year and sell thin tops like every one else.
It was like going clubbing with your parents 😂
It definitely wasn't. I remember squinting in those stores.
I love A&F now, I find a lot of timeless and great quality pieces there. It’s the perfect in between from forever21 crop tops and Ann Taylor.
Most retailers not named Amazon or Walmart are closing stores.
Walmart will probably close in 100 yrs
discount stores like ross are doing fine. Also AE is doing well. Its the POS out of touch stores that are dying. Looking at VS and AF. Boomers need to get with the times
Amazon acts stupid sometimes. They wouldn't access my order over the phone because I wouldn't say .com after my gmail. Not even a supervisor would do it
@@Aamie Doubt it.. Walmart has better customer service than Amazon. Amazon milks it's customers on prime. Many things I can get from Walmart right now, no need to wait for shipping.
History will prove me right
Parents everywhere celebrate its downfall.
So do people of color.....including woke Asians.
And normal, non- model types of people
I was. SAD.I love it.
I’ll tell you why I don’t shop their as an adult, I think their style now is totally something I go for minus the crop tops but it’s seriously just SO expensive. I can go to target and get the same top for half the price
This brand was elitist and racist. Then they tried to talk about diversity I remember I interviewed for them two times and never got the job and all their questions were about diversity.
Does anybody else just really dislike spending a lot of money on clothes?
My broke ass don't have a choice lol
@@JohnControl I don't mind spending on something I feel will help me make more money, like for my career, but with clothes I just don't feel it's worth the trouble and price a lot of times. Shopping sucks and the stores play awful music and the clothes are overpriced almost every where I shop
@@cUCH1337NPC yes that's why it hurts to spend so much on them
5 jeans at good will $20....2 jeans at Macy’s =$120
@@MK-tq5ec jeans at Goodwill are more like $40 these days
These types of brands including hollister defined who was popular in my high school. If you could afford their clothes it meant that you had well-off parents, and therefore the cool kids were the rich kids. Thank god it’s not like that anymore
Jen I'm sure there's another rich kids brand nowadays though.
@@JLDReactions yep. Vineyard Vines
It's sad for kids who get left out of 'cool kids' groups because their parents can't afford or buy into the hype. Then there are parents who actually force their kids to wear high end brands, I've seen that working at Louis Vuitton, these rich ass parents who bring their teenage kids in to buy them a $400 bracelet or $500 belt, even a $2000 bag for their kid and sometimes the kid looks like it's a chore. If the kid isn't interested why are you forcing them to dress 'rich'?
its no longer hollister being the "it brand" but its still that way now like my younger sibling in high school tells me that the cool kids are the ones with high end brands sadly its still happening except now its expensive shoes & clothing like gucci etc
Nowadays the teens shop a lot of cheap stuff and almost nobody cares about the brands anymore.
Guilty confession: I still wear their jeans 😭 they’re the only one that fit me the way I like 😂
They’re good jeans
I still love both Hollister & A&F. TheQuality of the clothes and how long they last is what keeps me shopping there as well as American Eagle.
Hollister is still dark as F and I didn’t know what color my sweater really was til I left the store 🤦♀️
😄😄😄😄😄
Lol!😂😂
Next time bring a flashlight. 😁
lol
Justine carrington Everything looks good in the dark bc you can’t see well.
As a former Abercrombie employee most of the customers were tourists I rarely saw any locals buying, also it was way to pricey
The scent was so overwhelming it seemed like they poured a bucket of the perfume all over the clothes. 🦨👃😝😝😝😝
Abercrombie was like Victoria’s Secret but a clothing brand.
?????
Hollister is keeping af afloat. Af wants $60 for a hoodie, no way they are selling.
Yeah especially when that hoodie is a rebadged hoodie sold for $10 at Target
Af
60 gud priceee, i pay like 90 per pants when i shop nd 40 per t shirt, SHOES cost likle 117 buckkkss homiieee
TRI HARD that’s because you’re true to your name a “TRI HARD”
TRI HARD 117 for shoes from
where? i spend at least 200
I felt like they only wanted white kids to wear their clothes 🤷🏽♀️
AHARON STEINMAN you are wrong. It was very well known that they rarely had models that were poc and mostly all their employees were white. Don’t be offended by everything snowflake
views dumb snowflakes offended every 5 min
barcaman101 there is nothing wrong but if you don’t and can’t change with the times your business will always fail.
I never fit any of the clothes from their or from Hollister. But you're not wrong about all the white people wearing them 😂. I went to a total white school district and all the Caucasians were wearing abrecombie or Hollister 😂
FACTS
When I was 20s I was scared to go to Abercrombie due to it dark store and felt like I too ugly to come in to the store to shop, especially by myself.
I worked at Hollister for 3 days when I was 17. So glad since it made me realize quickly that corporate greed was a real thing. Happy they’re trying to learn from that season & grow now.
Previous CEO: At the Cashier
The Cashier: We only sell to attractive people, sorry
We only sell to rich whites, sorry
Hahaha! I'm glad they're changing and being more inclusive.
Literally how I felt buying something there
@@taralorna1981
McDonald's needs to become more inclusive. Maybe they should sale tacos, boneless skinless chicken, donuts, Skittles, and let's add filet mignon to the menu. This whole inclusion thing is going way to freakin far. If a store doesn't suit your taste or budget, don't shop there. When I was in high school in the 90s I loved AF. I couldn't afford it. So I found good knockoffs at JCPenney, Kmart, sale Liz Claiborne, lookalike polo, and Tommy. I win best dressed every year, even over my richer friends who shopped at AF. Style and fashion are a personal thing. No brand or store should definitely you. Even to this day I am not a boutique store shopper. I love the big chain stores like Macy's and Bloomingdale's. The sales are better. The quality tends to be nicer for the money. People need to get over themselves and get in where they fit in. This new world of inclusion is excluding individuality.
am i the only one who loves their new clothes? i don’t like anything with a logo on it, but the new women’s clothes they have are beautiful
I strongly agree!!!
I just got my daughter the cutest jacket there for Christmas.
They have great deals, and the clothing is much better quality then competing brands such as H&M and Zara. They focus on casual and laid back yet very stylish new trends. I wore them through middle school and then stopped but since 2016 I have been in love with their clothing and Abercrombie and Banana Republic are my fav clothing stores.
Someone told me they completely rebranded so I checked it out. HUGE FAN. Especially because they have petite sizes!!’ But only online unfortunately. But there’s a store around the corner from my office so I definitely take advantage of the pick up in store function. Great pants for work. Tops. Dressed etc
Agreed! They also rebranded to have a more inclusive catalogue!
Abercrombie and Fitch in the 1990's was a completely different experience.
I actually really like their rebrand a lot! I stopped shopping there after high school bc I wanted to appear like more of an adult but I really like the new look. I try to stay away from shirts that say Abercrombie or that have the moose on it but they have some good sales and a wide variety of clothes like you can find similar trendy styles of H&M to nice department store quality clothes. Overall like the new vibe
They are targeting more adults now. It’s the same with American Eagle. The times has changed so have American audiences. However I’m firm believer that you can shop where you want
Nah
Kids aren’t reading all the stuff the CEO is written to have said or even know who he is. The kids simply got bored and are moving to the next hyped brand. Like why would they switch from A&F to Hollister then? Same poo poo, different name.
Exactly these researchers are over-analysing the stats, kids just follow the latest trends that's it
Yes and no. There are buyers who are influencers. If they change their mind for whatever reason, the rest will follow. One cool boy or girl in school tweets, “AF sucks” and the rest will take that cue to move on.
T Knickerson people who follow the crowd to “fit in” are basic. That’s completely what kids aren’t doing nowadays. Speaking from a highschool senior’s standpoint, kids like to be different and wear something that stands out from the crowd, if A&F would change the companies viewpoints up a bit a whole new crowd would come into these stores. The CEO’s are too old to understand new style and need to change either the times or just go.
Mystery Person - not to pull an age thing, but we said that as well back in our high school/college days. It sounds trendbreaking, until it becomes popular to break the trend, and then it’s not. Hush Puppies were a thing in the 70s, and then they weren’t ... until the 00s, when kids started to wear them because no one was wearing them, until someone noticed that they were wearing them.
What did we do when we didn’t want to wear what no one else was wearing? We shopped at the thrift store. Nothing new.
Sam Sam I wouldn’t call them researchers. Its news media. Fake news media. They have to blow up something to make a story, when really, nobody cared until the news told you its really important even if its not. After hearing it everyday, people take it for the truth.
Kids these days want real designer not Abercrombie
Tino Rosmg I’m 13 and I like Abercrombie a lot
honeyglow doesn’t matter they’ll make their parents buy it
That’s true they want expensive ass sneakers and designer clothes
Invest in LVMH, the kids will thrift jeans and t shirts then use their summer work cheque on one Louis Vuitton piece for $800.
honeyglow a lot
3:12 "and really expensive backyard grills" - so they show us a coleman grill. Wonderful work graphics department.
I'm mexican and bigger bone and hated that store because the biggest size they had in male shirts was a medium. This was back in the 2000s
I was teen back then, but with all of the white models - I felt it was never for me being a black teen. Being honest.
#truth
It wasn't my guy...
Just whites... But like a fool I was a bandwagoner
And that is absolutely not okay...a company like that, that isn't inclusive shouldn't be successful.
SAME it was uncomfortable
Their jeans are fire when they're half off though...
Currently @ 50% online and in stores
I buy them all from goodwill for $12
I agree. They’ll often have some cute clothes but they’re just wayyy too expensive
Only worth it when you buy sale tho
I use to get them at an outlet mall and they were $20 and new. I did the same for Hollister. Couldn't imagine paying full price for those.
Their clothes are so expensive thats why their sales are going down... when i can find the same styles from other stores that are cheaper... if i walk in a mall i usually avoid going in there coz i know it’s expensive.. people just want cheap but trendy clothes. I like hollister tho.. esp their jeans.. i know it’s for teens but they still have clothes that i can wear
I worked for A and F in 2006 in college. It paid $6.75/hr which was boosted to $7/hr aftee a few months. Ww had to wear their clothes (No black clothing! Light makeup) and flip flops ALWAYS. Once hired they either placed you on the "Impact Team" (stock room and clothing display replenishment) or the "Model Team" (on the floor helping customers, fitting room, etc). I was originally on the Impact team, probably because I was a bit on the chubbier side at the time. . . because one day, after I had dropped 25 pounds, I was moved to the model team. I definitely didn't miss working there. The pay was crap and my co-workers were too snooty to make friends with. BUT Abercrombie still occupies a small corner in my fond memories of my adolescence. I was obsessed with Abercrombie throughout my teens and into my early 20s. Maybe we like whatever we grow up with because I've revisited a few times over the last few years and its just not the same with the rebranding (I guess that's the point!). Lol where's the mind numbing techno music I was subjected to non-stop?! Ill tell you what though the Fierce cologne is still one of my favorites I must admit 😅. Maybe it just takes me back to a simpler time? Nostalgia. Lol
Thank you for sharing this! I still really love their stuff. Lol
I actually like their clothes, it’s high quality compared to h&m. I just get the sale/clearance stuff.
Justin Huynh same. Sale is the way to go
Justin Huynh same here! Their quality is really good and with clearance prices it’s too good to pass up
I do too.
Same 🖐🏻
H&M is fast fashion, it’s not supposed to be high quality.
I buy my clothes at Marshall’s. You literally find gems there. I have so many graphic tees from years of shopping there. I regret nothing lol
Elsy I’m #teammarshalls 🙌I Love Their Selection And Low Prices👏
Enrique Carmona Mercado for real. I spent $200 at Macy’s for a CK bag and found the same exact one at Marshall’s for $105 😑
THANK YOU! Marshalls is one of the few stores that don't make me feel poor!
lock heart YESSSS DUDE (dudette? Lol) that’s my store no matter what. I can spend hours there smelling candles, trying on clothes, but decor lol. Even snacks. I get toys for my dog there each time I go. It’s like a must. I can’t just go in Marshall’s and not get her anything lol
lmfao gems? hardly; more like junk they cheat you out of your cash for, with sneaky marketing tactics.
Omg yes when I told my dad about Abercrombie back when i was in middle school he was super confused because he thought it was a camping store
Because it actually used to be a camping and outdoor company loooong ago
Since July of this year, it’s been my go to place to buy clothes! It was never before. I just walked into a store one day just to check it out and liked what they had! I don’t buy things full price though.
prime example of we have the power as consumers. "vote" with our dollars.
The CEO looks like the Orc out of Lord of the Rings.
You mean Azog, the pale one from the Hobbit?
Gothmog
Hans Mikhail
Yeah Gothmog. I just couldn’t remember his name.
Random name
I mean Gothmog.
Don’t insult the Orcs like that
I do feel like the brand made a comeback recently. I have began re-shopping there again. They have less “logo” stuff now and the brand message did change.
At the mall, in the hall, that rank stench cologne hit you like a lead brick 5 stores away.
I actually really like their clothes now and the changes they’ve made. They look more mature and classic.
Vanessa Dugan exactly, and the pieces without logos are often simple and good quality, it’s even more of a bonus if you get it in sales.
Aniya Raine oh you know her personally? Lol
Yes! And they have diverse employees and models now too, I love it
their clothes are way too chad for me
Chris Rosado 😂 😂😂😂😂
haha OMG good one!!
So sorry I’m a kid of the 80s. What in the world does that mean? I got to get out more
lymarie1974 don’t worry, I’m 19 and idk wtf that means lmao
So far I think I only heard the word "chad" from Indian. Are you Indian?
I started shopping at Hollister again this year. Great prices and good quality from what I've seen. I could see them making a comeback.
I still have some of their swim trunks.
I had a winter coat from them in the mid 90’s that was well made and good looking.
Kids don’t care for brands and clothing anymore. It’s all about the new tech while wearing clothing from thrift store
This is true because kids nowadays are more wiser about clothing. We are now on sustainable clothing era.
On point.
@NPC Trailer Switch, Celebrity NPC that's some kids most kids thrift or wear cheaper clothes u just see the kids with gucci because they stand out but the vast majority dont wear designer clothes.
Then you clearly dont observe the youth
Fantu N you have no idea about What you are talking about lol
i'm from the real Hollister, California. the Hollister company has threaten to sue any business that sells "Hollister, California" t-shirts. also, the company has no stores here nor will they ever build any. it's because the real Hollister, CA is an average small town that's surrounded by countryside. so, their image of Hollister would become unappealing.
didnt yall just have a earthquake?
@@trishle7145 yes, we did have an earthquake. 😄 it wasn't that big. i wish it would have lasted a lot longer cuz it felt like a vibrating chair; i was sitting down when it happened. anyways, maybe someday the real Hollister, CA will be in the spotlight regarding this huge clothing company.
FUN FACTS: they filmed La Bamba (1987) in this town.
Always wondered why they named the company “hollister”. Lived in Monterey and drove through hollister many times and the town is fairly boring...
Hey I’ve been through hollister CA, it’s a cute town, but very small. I’m sure kids who grow up there just want to leave 😂
I grew up in Santa Cruz so I understand 😂
I've been to an A&F store recently. They have changed their layout so much that it looks like a totally different place. No blaringly loud music, you can actually see everything, lights are on, everything isn't so clustered together. Granted I didn't buy anything cause I wasn't shopping for clothes, but it was interesting to see
The OG flagship products were pretty high quality, Including heavy weight denims with button flys, and outerwear.
I think that if they focused on HQ garments in the right fits, and silhouettes, halved the skus in stores to a more curated selection, dropped logos, and some rebranding work they could make a comeback.
Overpriced, they need to lower the prices
BBD Design how is the high pricing working for them?
Sydney Austin they need to adjust with the times or sink down under.
The one in my town is always having sales. You can find jeans for $29 any day of the year. Back when I was in middle school nothing was lower than $30, now half the store is.
They have drastically lowered prices
The narrator is shady AF. Clearly he's been watching housewives....I love it.
Just went back to A&F for the first time in YEARS and honestly like all the clothes they sell. I mostly prefer the ones without huge logos
A&F in the 2000s was a great place to discover timeless electronic music of different sub genres.
Yes! I was just in A&F yesterday and discovered a great new song.