American Clothing Brand ANF Weak Sales Encounter Internet Challenges

< p > American New York classic < a href= "//www.sjfzxm.com/news/index_c.asp" > casual wear > /a > big name abbegon ratio: Abercrombie&Fitch CEO Mike Jeffries (Mike Jeffries) recently held a conference call, referring to "retail environment is very challenging, especially in youth space".

The retailer's poor management is affected by many factors and needs to be adjusted as soon as possible to cope with various trends.

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"P" reported that abernabi & ANF had gone on the peaceful days of the 1990s, and that teenage teenagers had gone shopping in physical stores and buying clothes of ANF.

The fourth quarter's performance undoubtedly reflects this description, although the performance is higher than analysts' expectations and share price rises, the retailer's profit fell from $157 million 200 thousand to $66 million 100 thousand, down 58% from the same quarter last year.

Net sales were 1 billion 300 million, down 12% year-on-year, and same store sales fell 8%.

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< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > ANF < /a > decline should be an important reason. It is also the main cause of the ups and downs of retail industry everywhere.

The trend of the past is to start in Europe, then spread to the coastal areas of the United States, and then to the central and western regions, which will take several years.

"Now, however, children in Ames, Iowa can purchase the same products as those who live in Astor square, New York," said Eric Beder, general manager of Brien capital.

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< p > besides, the appearance and disappearance of fashion trend is more rapid.

Traditional stores may take six months to produce new products, and it is difficult to cope with the changing trend of fashion.

And the trend of the trend of faster changing youth space, such as ANF retailers have been difficult to deal with.

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< p > the so-called fast "a href=" //www.sjfzxm.com/news/index_c.asp "fashionable" retailer "/a", such as ZARA, H&M and Forever 21, which has been involved in teenage space, such as ZARA, H&M and Forever, is cheaper and less durable, and therefore produces faster. But ANF often takes the quality of clothing as a selling point, but it is no longer able to attract customers as it used to be.

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< p > no one needs a sweater for 10 years after all.

Jeffries acknowledged these shortcomings at the meeting, saying that the company will strive to reduce its delivery time and plan to "redesign" some products.

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Besides, P is also one of the reasons for the change in social attitudes. The recent recession seems to make teenagers more social conscious.

They are more willing to use bicycles or public pport rather than cars; and to ANF's frustration, teenagers are no longer keen to publicize their loyalty to a brand.

"Teenagers are no longer driven by brand labels," bezet said. "They don't want to be the billboard of any company anymore.

This is a social change. There will be a cycle in five or six years.

When the economy is in good condition, teenagers may want to show signs again, but so far, young retailers need to make adjustments.

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