The Fall Of Abercrombie & Fitch.

Music by: MikL – Wrong.

It’s CULTED with your 60-second FASHION BLAST. 

Abercrombie & Fitch, and it’s daughter brand Hollister, were once the ‘it’ brand, but those days are long gone. Drapers reported a 30% year on year drop in Abercrombie’s sales, with Hollister seeing an even bigger 36% drop.

So what’s changed?

Firstly, young people are now a lot more socially aware and many of us prefer buying second-hand or vintage clothes to add a unique touch to our wardrobes. And for those who prefer to shop on the high street, Abercrombie & Fitch’s high price point just isn’t flying anymore.

With shoppers more price-conscious than ever, most teens and parents just aren’t willing to shop at A&F, when retailers like H&M and Topshop offer similar products at much lower prices. And that’s not to mention the scandals.

The company was sued several times for violating federal anti-employment discrimination guidelines, including policies on workers wearing hijabs. And of course we all remember hearing about the brand’s tendency to hire only “good-looking” sales staff, on top of it’s history of fat-shaming.

With COVID-19 hitting businesses hard, could the global pandemic be the final nail in Abercrombie’s coffin?

Watch more videos on CULTED

See also: CULTED IN QUARANTINE! EP5: REPURPOSING CLOTHES WITH EMILY

See also: CULTED IN QUARANTINE! EP8: DIY CLOTHING WITH LEYLA AND PEAR