Sex doesn’t always sell

Feb 5, 2014 | News & Updates

Abercrombie & Fitch’s (A&F) dwindling sales and increasingly negative brand reputation has hurt the retailer, causing it to depose chief executive Mike Jeffries of his chairman duties.

When asked about his opinion on the issue, Lawrence Chong, CEO of Consulus, mentioned a variety of factors contributing to the brand’s dip in popularity, including a “killer matrix of rise of fast-retailing, the impact of online shopping creating a whole new generation of browsers and not shoppers and plenty of new ideas by indie fashion entrepreneurs.”

To read more, head over to the Marketing Magazine article here