Can Abercrombie and Fitch co.'s current social marketing strategies address the issue of recent declines in revenue? Abercrombie and Fitch was once considered one of the peppiest, most desired and successful teenage clothing brands in the 2000s. However, in today’s market A & F ‘s performance and image is declining fast. They reported a 9% decrease in revenue and a 17% drop in store sales in the first quarter of 2013(Thrasher, 2013). In addition to their 43% earnings miss versus analyst profit estimates that sent shares down nearly $10 more in late August 2013(Forbes, 2013) . Furthermore in November 2013, Abercrombie announced its closing of all Gilly Hick branded underwear stores after enabling to generate sales resulting in a $30 million annual loss. (Flemming, 2013). Not only that the firm has also been in public relation issues that may be responsible for the company’s downfall. In 2006 CEO Mike Jeffries stated that the brand was made only for “cool kids” as plus sizes weren’t (Thrasher,2013) . In addition to multiple of lawsuits regarding to their staff discrimination practices …show more content…
Abercrombie should change their name; people do not like the name due to many negative reasons including soft porn ads, not catering to larger sizes, discrimination and much more (Shaer,2014) . The negative associations with the brand will ruin the brand name. If they want to survive they need to change their entire image. Abercrombie should change their name to “AF”, people may still associate A&F with Abercrombie and Fitch which is why “AF” is a better choice, they should get rid of the moose logo and focus their new name as a logo (Halley,2014) . Abercrombie should also not put their logo on their products to make their products appear simplistic as consumers have been switching to fast fashion retailers because the lack of logos on