Abercrombie & Fitch Lose 30% of Women’s Clothing Sales

In Customer Experience, Featured on App, Marketing and Sales, Social media by Vaughn Highfield

Abercrombie & Fitch, womens clothing, sales, menswear, stock, Mike Jeffries, CEO, customer experience, social media

Once again it seems that the news surrounding Abercrombie & Fitch isn't overly positive.

We've already had its CEO Mike Jeffries singled out for his abhorrent views on who his customers should be, and we've heard just how disastrous its last quarter was in terms of sales. But now, new figures have come to light to show just how bad that decline actually was.

While it reported a 10 per cent decline in revenue online and in store, comparable sales on the women's side of the business actually crashed a whopping 30 per cent.

Jeffries described a "continued softness in the female business" in a conference call last month, focusing largely on knit tops. But he didn't delve into specifics during the call about this.

It's generally unknown how even the split between male and female clothing is, but former executives do believe it lies somewhere in the 40/60 ratio respectively. However, it seems that menswear did perform better than women's clothing.

Still, you have to wonder why young women are flocking to other brands and away from Abercrombie & Fitch-owned clothes.

Perhaps it is partially due to the knock-on effect of Jefferies comments gaining internet notoriety – especially as their target market is a demographic known for being switched on to internet culture.

Perhaps it's just something as simple as cheaper alternatives, such as H&M and Forever 21, coming into the market to snatch away sales.

What do you think it could be down to?