Abercrombie & Fitch clothing company is making a very bold change. The Hollister logo that consumers have come to love, will no longer exist. Abercrombie & Fitch, which owns Hollister along with its namesake chain, announced Thursday that it will eliminate the logo attire from its U.S. stores by spring 2015.
So why the change? Abercrombie reported a 10% drop in sales at its Hollister brand last quarter compared to the same period in 2013, as the company struggled to adapt to the changing non-logo times.
The company’s largest consumers are between the ages of 13 – 21 years old. According to their sales records, that age group is no longer spending their money on expensive name brand clothes, and are now purchasing cheaper clothing. In the fall, the Abercrombie and Hollister stores will cut the amount of clothes that rep their brands, by half. By spring, the logo will be reduced to “practically nothing”.
Abercrombie admitted that their main competition is H&M and Forever 21. They realized that their only chance of increasing sales and staying ahead of the competitors is to get on board with their fashion sense. They will bring runway, fashion trends to the store for a cheaper cost.
Hollister began testing new storefronts in early 2014, dumping its beach shack-inspired porches for gleaming glass. Jonathan Ramsden, chief operating officer at Abercrombie, said that “the company is pleased with the Hollister remodeling thus far, and will speed up the rollout in 2015.”
Abercrombie expects to close up to 60 stores in the U.S. this year. The retailer is also searching for a new executive to take the role of president at Hollister.
What do you think of the change hotzoners? Will you still buy Abercrombie and Hollister clothing without the logo?