The Old Concept Of American Youth Clothing Is Facing Challenges.

< p > recently, New York classic leisure "a target=" _blank "href=" //www.sjfzxm.com/ "dress" /a "brand Abbe clones / CEO (Abercrombie&Fitch) chief executive officer Mike Jeffries (Mike Jeffries) said that, influenced by many factors, the brand was dismal in the fourth quarter of last year.

At present, the retail environment is extremely challenging, especially in the retail sector, so retailers should make adjustments as soon as possible to cope with the changing trend.

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< p > Abbe clones / Fitch is the favorite brand of teenage teenagers. They love to shop in physical stores and buy "a target=" _blank "href=" //www.sjfzxm.com/ "clothes" /a "with small elk logo.

However, with the development of Internet and e-commerce, brand sales are gradually declining.

In the fourth quarter of last year, 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 amounted to US $1 billion 300 million, down 12% compared with the same period last year, and same store sales fell 8%.

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< p > Mike Jeffries said: "not only is our brand, but all the traditional retailers are facing changes caused by the rapid development of the Internet.

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

Now, however, children who live in a small town in Iowa can buy the same products with children living in Astor square, New York, through Internet and mail order.

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< p > secondly, the trend of fashion is changing more quickly.

Traditional stores may take up to 6 months to produce new products, and it is difficult to cope with the changing trend of fashion.

In particular, the traditional retailers, such as abbegon & Fitch, have been unable to cope with the changing trend of the youth.

Fast fashion retailers such as ZARA, H&M and Forever 21 have also been involved in the field of youth. Although their durability is relatively poor, they are cheaper and faster.

And abbegon & Fitch still stay in the stage of "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "quality as the only selling point, which has not attracted more teenagers than before.

Jeffries said, "no one needs a sweater that can wear for 10 years.

The company will strive to reduce delivery time and redesign some products. "

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< p > in addition, the change of social concept is also one of the reasons for the decline in brand sales.

At present, teenagers are no longer keen on maintaining loyalty to a certain brand.

They are no longer driven by brand labels, nor do they want to be the billboards of any company.

This is a social change, forming a cycle in 5~6. When the economy is in good condition, teenagers are more willing to show signs. But at present, retailers targeting young people need to make adjustments.

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