Hot Models are not Enough! The Decline of A&F
Last week, Bloomberg Businessweek published this article about clothing retailer Abercrombie & Fitch’s current financial woes. The brand, known for its logoed tees and shirtless, ripped male models, is apparently not the teen favorite that it used to be. In fact, the company has lost about a third of its market value and plans to close up to 180 stores by the end of 2015.
Granted, I haven’t shopped at Abercrombie & Fitch since I was like 14, but I remember it being all the rage back in the day. All of the popular kids at my high school wore Abercrombie-emblazoned tees and hoodies, and the A&F and Hollister stores in my area mall were always incredibly crowded. I even remember that pop song where they sang “I like girls who wear Abercrombie & Fitch” or something like that. Not so much anymore, apparently.
According to the Bloomberg article, the reason for this steep decline is the changing desires of Abercrombie’s youthful target market. Teens aren’t into fashion conformity anymore; they would rather stand out than blend in when it comes to their fashion choices. When I was in high school, which seems like forever ago after reading this article, you weren’t part of the in-crowd if you weren’t wearing the “right” label. Today’s youth don’t care about logos, and I say good for them!
This younger consumer’s desire for unique and one-of-a-kind clothing presents a real opportunity for SeamBLiSS and companies like us. We offer apparel items that are truly special, and that can even be altered to better fit the wearer’s style. SeamBLiSS hopes to offer an online marketplace that appeals to a wide variety of consumers, including teens and college students, the former target market of logo-heavy retailers like A&F.
Who knows? Maybe there’ll be a pop hit entitled “I like girls who wear clothes they got at SeamBLiSS” in the next couple of years!