Sex sells, but apparently not for Abercrombie & Fitch!
The retailer is known for their seksi models and provocative ads, but today's teens, aka Generation C (for creative and connected), could care less.
"They’re positioned well to take advantage of this group’s desire to be rebellious and indie and different, because that’s what the brand is about, but right now the product mix doesn’t communicate that or facilitate it."
According to Merriman that means they need to move on from the delicious, shirtless beefcake and, David Maddocks, a former chief marketing officer Converse, agrees.
"Abercrombie is still running an offense which is a huge banner of a bare-chested guy with a cute girl who’s not wearing enough clothing. It’s vacuous, there’s no core idea there anymore and people want the richness that comes with real authenticity."
That means they need to stop selling a "uniform" that consists of $70 jeans paired with a generic/overpriced polo shirt or graphic tee.
Despite all the free advice, we have a feeling Abercrombie won't be making any drastic changes soon.
Whatevs. It's not our money!
[Image courtesy of Abercrombie & Fitch.]