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Tuesday, August 31, 2010

Analysts Deliver, A&F is Back in the Game!

An ad for discounts in the women's division at Abercrombie & Fitch
Okay, let's face it. Abercrombie & Fitch has had some pretty sucky months on the financial rollercoaster that has become the world economy. Since the inception of the ever annoying late-2000s economic recession, the Company's strong grip on the domestic market (in the USA) has slackened. Meanwhile, the international store openings have reaped up heavy profits. What is the problem on the home turf? We want something more than the same (although I don't complain myself, really). So that is what A&F decided to do...satisfy the fans with something quite unlike anything else. Drumroll, please...Discounts. BAM! Yeah, the Company finally decided that discounts are better for it since the original plan of "hold-our-pride-by-continuing-high-prices-and-no-discounts-in-a-tough-sales-environment" failed.

Well, I respect the pride and see it their way as well, but as the old cliqué goes, "Tough measures call for tough calls" (Ahem, the closure of RUEHL). People honestly began to flock somewhere else, and you can't blame them: It has been tough times, indeed, for many. Even I had to cut back some on my A&F spending budget. And so Back-to-School comes along, and we are introduced to the A&F Screen Test along with its partner-provocateur A&F Quarterly and a wave of discounts on all jeans! Did I mention the Screen Test that'll "spark a flint to the stars?" This is honestly A&F at its desperate best and the result is an unforgettable season unlike any other!

With these newbies, Abercrombie & Crew - catchy name for the family, don't you think - is getting back on top of its aesthetically-and-fashion-challenged competitors. BMO analysts (and numerous others) see the Company with its neck high above the water as it "outperforms" itself by bringing back the traitor consumers who left it for cheaper bargains.