P.S This Friday @ 1pm on blushmagfit.com is the Blush Online Launch! Check it out and use #blushlaunch2K14 for a chance to win!
Abercrombie Revolution
By Mikayla Madigan | Photography by Megan Madden
“You’ve Changed, So We’ve Changed,” reads the new slogan hanging boldly across Aeropostle stores. Responding to a decrease in profits, Aero is just one of the many familiar fashion companies who are being forced to change their entire approach to reaching their target customers. Despite many stores’ willingness to recreate their image and regain consumer dedication, one company had been holding out on us. Abercrombie and Fitch, which had previously resisted change, has begun a brand evolution as of this year. Their style has gone from “SoCal” to ‘SoTrendy’, with new items that are bringing back the customer’s interest.
Ten years ago, when many of us were in middle school, it was evident that the iconic moose or seagull was a symbol of status. Abercrombie and Hollister were the most frequented stores of “popular” tweens. Fast-forward to the present, and style preferences have pretty much done a 180. Now, teens and young adults have much more eclectic taste and these symbols no longer hold the key to the “in” crowd.
So, what did journalists and marketers say Abercrombie had to do to stay relevant? Firstly, become more “on trend.” To determine what trends a company wants to produce, they send representatives across the globe in search of the latest trends. The problem with this method is that the trends Abercrombie had been catering to were already hanging in consumer’s closets. By the time Abercrombie got them on the floor, they were fading out. Secondly, ditch the logo. Customers no longer want a distracting moose stuck on their chest. It disrupts the overall look and is no longer the incentive to buy an item. And, lastly, lower those prices. Many shoppers feel that items like a Hollister or Abercrombie graphic tee are about double the price they would expect to pay. Taking note of these issues, the company is beginning to make changes in order to regain their profits and bring loyal customers back.
Let’s take this summer at Abercrombie, in particular. Trends like palazzo pants, natural-waisted shorts, and shapely crop tops were introduced by the brand—and much earlier on in the season than in previous years. Black is also now one of the many colors they sell. Neither Hollister of Abercrombie ever sold black, and its inclusion is probably one of the biggest and most effective changes thus far. Abercrombie has also created the “Jean Lounge,” with their new “Best Fit Ever” jeans. They come in tons of styles and customers have the option to pick from washes that are destroyed, light, dark, and again, even black.
The logo is now only on about 50% of the product. Its been left on certain graphic tees, mostly for men. Price wise, the stores always have a promotion going on, until new prices are decided on. For instance, jeans for $19.00! It’s an unheard of price for the Abercrombie of the past. Other recent changes include securing contracts with both Disney and Lucy Hale. Hollister in particular has Mickey, Minnie, and Star Wars tees and have released a SoCal and Lucy Hale collaboration.
So, is there some hope for companies like Abercrombie and Fitch and Hollister, who were failing to hold consumer interest? It may be too soon to tell, but these huge changes may just be enough to save them. So, save your middle school moose tees—they may just become a vintage collector’s item.
Cropped Carpet Sweat
Black, High Rise Jeans
Cropped, Sleevless Tee
Boho Palazzo Pants
Long Sleeve, Crop Top
Natural Waisted Jeans
