Trade ABERCROMBIE

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    1. To combat heavy competition from fast-fashion retailers like Forever 21 and H&M, Abercrombie & Fitch announced key changes to its image. It aims to reduce emphasis on sexualized advertising and focus more on customer service & diversity. They are eliminating sexualized advertising, no longer having shirtless models at new store openings, and eliminating sexualized pictures and advertising on bags, gift cards, and in stores. "Brand representatives" will also focus more on customer service by asking customers for help in stores, as opposed to past policies of aloofness. This willingness to change in order to keep competitors at bay demonstrates that the store will change its policies to get ahead of the game.
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With ticker ANF, Abercrombie & Fitch is an American Lifestyle retailer that focuses on casual wear. It trades in the NYSE and it is a component of S&P 600 index. It was founded 127 years ago in 1892 in New York. The company operates two other offshoot brands: Abercrombie Kids and Hollister Co. The company operates 1,049 stores across all three brands.The company was known by its over sexualised ad campaigns, in which almost nude models would be depicted. Due to the bad reception of these ads by the target market of the company, Abercrombie has toned down its imagery. This was done in an attempt to demonstrate that the company has and will evolve with its audience. One of its main brands, Hollister Co, is known for mainly using "brand representatives", which are now known by the name of "influencers" (the modern version of the classical model). Its main competitors are Aéropostale and American Eagle Outfitters. In May 2019, shares of the company dropped a stunning 42. 1%, erasing the stock's roughly 45% year-to-date gain at the start of the month, after the clothing retailer's reasonably solid first-quarter 2019 report was overshadowed by disappointing forward guidance.

1. Investors are seeing the devaluation of brands that tend to be overpriced and only working on "hype marketing". Competitors such as H&M, which are cheaper and more user friendly are stealing the margins away from Abercrombie. It looks like both buyers and investors are shifting to brands which may have an intact growth story, than something that clearly doesn't have a growth story and clearly isn't a value. 2. Abercrombie announced plans to close three more large flagship stores, bringing its total flagship closures to five locations since 2017. Abercrombie CEO Fran Horowitz argued that the move is an important step toward optimizing the company's global store network, and ultimately pursuing its strategic vision for focusing on smaller omnichannel locations that offer a more intimate shopping experience for customers.

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