Since the retirement of noted Chief Douchebag Officer Mike Jeffries last month, industry eyes have been on A&F to build itself back up to former heights, and the basic outline of that reconstruction is to be the opposite of everything that the brand is known for. Racked has a good look at what is happening behind the scenes at the famous mall retailer and, as you would expect, there has been a lot going on in an effort to save A&F. Regardless, the outlook remains pretty grim for a sinking ship already besieged by water.
The brand is learning, albeit slowly. Logos are smaller, it hosts press previews for upcoming lines, it no longer avoids the color black, sizes above 10 are now available and the hot boy toy male model brand ambassadors now wear more clothes. A&F is basically just now playing catch-up with some of the extremely basic brand-building tenets that have been in place for years, like focusing on social media and shifting its product around the brand's heritage. Lookbooks are more practical and the sexed-up models have been toned down across the board. New talent with strong backgrounds from the likes of Bloomingdale's and Ann Taylor Loft were brought on to revamp new clothing that will roll out as early as this spring. Sure, these are all good steps, ones that many a struggling brand before them have done, but, as with all things Abercrombie, it might be too little, too late.
Net income for A&F was a paltry $54 million in 2014—compare that to $307 million for just one quarter for Gap. So, yes, the decline is still steep and fast. At this point, analysts think that nothing short of a miracle will save A&F. Altering the product and marketing simply won't do it. Could we see a total rebrand complete with a name change? Time will tell, but it feels safe to say that the moose may finally go the way of the dinosaur.
