Abercrombie&Fitch Is Being Squeezed By Fast Fashion.

Miss Ge bought a red sweater (RMB 498 yuan) at the Hollister (A&F brand) store on the 3 floor of Raffles, and found that the color of the clothes under the white light was very different from that of the dim light (red light). Then returned to the store, and the result was told by the waiter that the clothes of her brand could only be replaced. When Miss Ge questioned the terms of the service against Chinese consumers, the waiter said with arrogance, "you are not the first person to come with us!"

This is not the first time that Hollister has been complained of service, and the online shopping community often appears on this brand.

When you go shopping in this store, you can feel the difference.

Titanium media reporters came to Beijing, the first Hollister, in Archean, Sanlitun. The aroma of strong Cologne was diffused from the store and dark to almost invisible light. The neoclassical style of decoration made the store appear mysterious and gorgeous.

When choosing clothes, you can hardly see the waiter serve you, because they seem to have a sense of distance -- comparable to the tall figure of the model, the beautiful face of a star, the arrogant temperament and the sexy clothes.

Yes, these waiters are young, beautiful and fluent in English, but they are good at everything, but lack of "service spirit" and respect for customers.

US youth apparel retailer Abercrombie&FitchCo. (ANF.NYSE) (hereinafter referred to as the "A&F") and its brand of the same name: A&F, Hollister and abercrombie three brands, collectively hit the market in 2014, according to the A&F 2014 third quarter earnings report, the group's overall sales fell 12% to 911 million 400 thousand U.S. dollars, net profit fell 25% to $10000 million; the same store sales 10% decline, of which the US market fell 7%, the international market fell 15%; 2015 before the United States closed around 100 stores.

In December 2014, DebShops and Delia*sInc of youth clothing brands filed for bankruptcy. In January of January, young women's wear and accessories brand WetSeal also filed for bankruptcy. The Cache, which has been brilliant for more than 40 years, has been declared bankrupt.

In the bankruptcy petition, Cache said, "as the electricity supplier quickly occupied the market and consumers' tastes changed, the retail market of the entity store became more and more depressed.

Many clothing brands of similar young people are under tremendous pressure: young consumers are increasingly favoured with fast fashion, such as H&M, Forever21 and Inditex.

Online retailers are also popular.

CEO Mike Jeffries, who left the A&F group earlier, explained the decline in performance for the 11 consecutive year: the reason for the decrease in the number of shopping centres and the increase in discounts, and the fall in sales of "A&F" big LOGO and elk trademark products also caused pressure on the company.

But the reason for the real market shrinkage is mainly from the extrusion of fast fashion brands such as Forever21, H&M and ZARA.

Senior fashion designer Yu you told titanium media reporters that the success of fast fashion brands worldwide is very reasonable. "Their rich styles, fabrics and color choices always have a suit that suits your fashion standards. Everyone can build their own clothing philosophy in these choices. The new role of fashion bloggers is also a product of fast fashion.

Not to mention the great advantage of the price of the people.

No matter from design, sales channels, prices and other aspects of comparison, A&F represented the group's three young apparel, has been unable to compete with fast fashion brands.

Obviously, this century old shop will not be pformed any more. Maybe it will not last for the next hundred years.

In 1892, DavidT.Abercrombie opened a fishing tackle company in Manhattan South Street to sell hunting and fishing tools. The company is called AbercrombieCo..

A few years later, a well-known lawyer, who was a frequent visitor to the store, bought a large share of the company. In 1906, he became a co founder, and the store was changed to Abercrombie&Fitch since then. This name has been used to this day. Ezra-Fitch

Abercrombie wants to continue making outdoor equipment.

Lawyers prefer to do department stores, and the two of them eventually go their separate ways.

In 1907, Abercrombie sold his remaining shares, and Fitch built a brand by itself.

A&F opened a retail store on the 12 floor in Madison street, New York, not only selling sports equipment, but also shooting range and golf school.

Until 1910, the store became the first retailer selling men's and women's wear in the United States.

Obviously, this century old shop will not be pformed for another hundred years.

In the US market in 30s, A&F was regarded as "the best sportswear brand in the world".

CharlesLindbergh wore a A&F coat when he flew across the Atlantic in 1927.

Despite the great depression, the group finally declared bankruptcy in 1977 and was bought by Oshman 'sSportingGoods. Unfortunately, it was not long before it was pferred.

Company until now.

Through the brand development path, this is really a bad luck brand.

However, after joining A&F as CEO in MikeJeffries1992, the brand renewed its vitality.