Could Abercombie & Fitch be considering losing its logo? Last week the US collegiate fashion company reported another sales decline,its 10th consecutive sales drop, and so it appears fashion-conscious students prefer to buy their sweats elsewhere.
"In the spring season we are looking to take the North American logo business to practically nothing," chief executive Mike Jeffries stated last week, but noting it will continue to sell its logo-focused apparel at international stores, especially in Europe.
The major image revamp will go further than its upgrades so far with those changes, which include the introduction of larger sizes for women and a slashing of prices to win back its core customers, yet to see corresponding changes in demand materialize.
“We are confident that the evolution of our assortment will drive further improvements going forward, in particular as we move past the headwind of adverse likes in our logo business as we work to strategically reduce that element in our assortment.”
The reality is, the Abercrombie logo muscle tees and sweats have probably lived their full shelf life. There was a time when wearing an Abercrombie sweatshirt meant the epitome of cool for American collegiates.
But now the longevity of these styles have been seriously tested with so many high street retailers offering sportswear and similar categories at better prices. There is only so much you can tweak in a logo design before it gets old.