A&F'S Marketing Strategy Should Be A Little New.

Management has also been fired and cost has been controlled, but the performance of American youth clothing retailer Abercrombie & Fitch has not improved.

In February of this year,

The latest earnings report showed that net profit fell to $44 million 400 thousand from $66 million 100 thousand a year earlier in the fiscal quarter ending January 31st, while revenue fell 14% to $1 billion 120 million, down from analysts' average forecast of $1 billion 170 million.

Among them, US business revenue dropped by 10%, and international business revenue dropped by 20%.

And on the day of data release, A&F's share price fell 6% before opening.

In the face of successive losses, Arthur Martinez, executive chairman of A&F company, said in a press release that "in 2014, the company made many adjustments, but the results were not satisfactory. We expect that sales have not been achieved, and the cuts in expenditure will not be able to patch up short sales."

This is not the first time A&F has achieved bad results.

In 2013, sales of A&F declined, and sales fell by 10% throughout the year.

In the autumn of 2014, the US investment bank Piper Jaffray surveyed the list of young consumers' consumer goods, and A&F dropped the list of "ten favorite brands of teenagers".

At the end of 2014, the company CEO Mike Jeffries, who had been in office for more than 20 years, left her job and has not found a new successor.

Despite the fact that in order to attract consumers, A&F has not spent much time in thinking.

Take last April A&F.

The first flagship store in mainland China, built by the Kerry Center in Jingan, allows the male models with eight abdominal muscles to stand in front of the new store. This landmark marketing method attracts a large number of fans, and even customers queue up outside the shop in the early morning.

The fact that more people can be seen around the world and whether it can be turned into real sales is the core issue. A&F is obviously aware of this.

Similarly, a survey by Paget shows that the generation of young people in the United States is not spending as much as their older generation in dressing.

In order to maintain growth, A&F will target audiences to older consumers.

For this reason, A&F is making its products more mature. It concealment A&F's big Logo, brighten shop lights, reduce the fragrance of the shop spray by 25%, and the T-shirt has a loose fitting size. Even the model shop assistants who have been naked for a while are now dressed.

At the same time, in order to get the young consumers from H&M, Forever 21, Zara and other fast fashion brands, A&F is also ready to turn its brand Hollister into a fast fashion brand, and adopt a new round of low price, quick sales strategy.

I wonder if A&F can get the favor of the market again after this round of dedicated marketing.