Abercrombie & Fitch is one of the most authentic retailers of American clothing since the 1890’s until today. But it seems like the sales report has been declining due to some changes in the customer’s demands. And also because of some innovative brand ambassadors that were now out in the market.

The company is now focusing on developing brand new styles that would win the hearts of the teens and loyal customers of branded clothing. The fact that consumers were not focusing on the brand and logo anymore, seems to be a warning for Abercrombie and Fitch. Some brand new fashion ambassadors like Zara and Forever 21 which sells more innovative styles at affordable prices, sets a new trend.

Abercrombie and Fitch is now expanding the line of products they offer, not just clothes, but also offering bags and accessories to win back their loyal customers.

Also, aside from these changing demands of consumers, the visibility of these branded clothes was decreasing because of shorter mall hours. If there will be shorter hours, less people would see the changes and strategies offered by the company.

All were hoping to have Abercrombie and Fitch still be part of the emerging market. Honestly, ANN and GAP were also experiencing the same thing.