This morning I read a really interesting article about The Rise and Fall of the World's Most Hated Clothing Brand, also known as the clothes from my youth that give me nightmares, also known as Abercrombie & Fitch.
I'm sorry Abercrombie, but you did this to yourself. Back in the '90s and early 2000s, it was cool to flaunt how much money you have (or pretended to have), which was why everything from t-shirts to purses had either one huge logo or small logos repeated.
We get it Paris. You have money.
But then the economy crashed in 2008 and it wasn't cool to be flashy anymore. Most brands (including A&F's competitor American Eagle) followed suit and stopped plastering their logo all over everything. Yet some brands (don't even get me started on Coach) were too late with this change and are now the laughingstocks of the fashion world.
Not only did Abercrombie's CEO Mike Jeffries ignore trends in fashion. He also ignored social trends. It's not cool to be mean about people's looks anymore. Society as a whole has become more accepting that people come in all shapes, sizes, ethnicities, and sexual orientations. Yet Jeffries has been quoted saying that Abercrombie stores wanted their customers to be "cool, good-looking people" which is actually pretty ironic because he is actually a little scary looking himself.
I think it's time Abercrombie just gives up because they simply don't understand their target market of teenagers today. Between the PR nightmare that is Mike Jeffries and its outdated clothes, I don't think there's any hope left. A&F you were cool back in the day, but now you're like the creepy college guy hanging out at high school parties.