Friday, August 29, 2014

Abercrombie Drops the Logos

The Wall Street Journal of 29 August 2014 reports that Abercrombie and Fitch is dropping logos from its North American clothing. “The move follows a change in teen behavior that caught Abercrombie & Fitch Co. on the wrong side of a trend.  Teens who once sought brand names have shifted to cheaper, unmarked gear that they can use to put together their own individual styles. The change had undermined Abercrombie’s pricing power and hurt its sales.”  Abercrombie chief executive Mike Jeffries says: “In the spring season, we’re looking to take the North American logo business to practically nothing.” However, logos still seem acceptable in Europe, and Abercrombie is not reducing its logos on clothing sold there.

The article also notes that Louis Vutton and Coach are also reducing logos.