A&F'S New Marketing Strategy: Market Reaction Will Be Geometric.

Management has also been fired and cost controlled, but American teenage clothing.

The performance of bercrombie &Fitch has not improved.

In February, A&F released its latest report, which showed that net profit fell to $44 million 400 thousand from $66 million 100 thousand in the same period last year, while revenue fell 14% to $1 billion 120 million, down from analysts' average forecast of $1 billion 170 million in the fiscal year ended January 31st.

Among them, US business revenue dropped by 10%, and international business revenue dropped by 20%.

And on the day of data release, A&F's share price fell 6% before opening.

In the face of successive losses, Arthur Martinez, executive chairman of A&F company, said in a press release that "in 2014, the company made many adjustments, but the results were not satisfactory. We expect that sales have not been achieved, and the cuts in expenditure will not be able to patch up short sales."

This is not the first time A&F has achieved bad results.

In 2013, the A&F company experienced a decline in sales. The annual sales volume dropped by 10%. In addition to its disappointing performance, A&F dropped the list of the ten most popular brands in the autumn of 2014 in the Piper Jaffray survey.

At the end of 2014, the company CEO Mike Jeffries, who had been in office for more than 20 years, left her job and has not found a new successor.

Although in order to attract consumers,

No less thought.

Take the first flagship store in mainland China, which was opened last April by A&F at the Kerry Center in Jingan, Shanghai. Let the male models with eight abdominal muscles stand in front of the new store. This symbolic marketing method has attracted a large number of fans, and even customers have queued outside the shop in the early morning.

The fact that more people can be seen around the world and whether it can be turned into real sales is the core issue. A&F is obviously aware of this.

Similarly, a survey by Paget shows that the generation of young people in the United States is not spending as much as their older generation in dressing.

In order to maintain growth, A&F will target audiences to older consumers.

For this reason, A&F is making its products more mature. It concealment A&F's big Logo, brighten shop lights, reduce the fragrance of the shop spray by 25%, and the T-shirt has a loose fitting size. Even the model shop assistants who have been naked for a while are now dressed.

At the same time, in order to make young consumers from H

Forever 21, Zara and other fast fashion brands "grab back", A&F is also ready to turn its brand Hollister into a fast fashion brand, taking a new round of low price, quick sales strategy.

I wonder if A&F can get the favor of the market again after this round of dedicated marketing.