Smells Like Changes at Abercrombie & Fitch
Posted by Marcus LaRobardiere on Nov 13, 2017
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This summer I attended the WWD Menswear Summit, in which two Abercrombie & Fitch executives gave very frank and honest insight into how their brand’s popularity has waned over the last few years. The answer is somewhat simple – their customer base has grown up. Teenagers have become professionals in their 20’s & 30’s and are no longer attracted to the style of clothing, being greeted by semi-naked men and woman (apparently), and that well-known smell that would resonate from each location.
While the design team goes to work on making their clothing line more appealing, the technology team at A&F has already made significant strides in appealing to the mobile-obsessed modern shopper.
Out of the 140 brands analyzed in the 2017 Mobile Retail Report, Abercrombie & Fitch ranked 4th in part due to the following:
All of the above demonstrates how mobile technology can be leveraged to solve commonplace omnichannel challenges, but also improve the in-store experience for both customers and associates, both of which drive engagement and ultimately revenue. I’ll be keeping an eye on Abercrombie & Fitch’s progress over the next few months, hoping their new collection is worthy of the technology on which it’s offered.
For more insights, download your complimentary copy of the 2017 Mobile Retail Report: www.newstore.com/mobile-retail-report.
