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Abercrombie & FitchAbercrombie & Fitch aloof appear its aboriginal absolute division back 2012.

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Overall commensurable sales for the fourth division of 2015 were up 1%.

Abercrombie & Fitch brand’s commensurable sales, however, were still bottomward 2%. This is still a apparent advance from the aboriginal three abode of 2015, in which commensurable sales were bottomward 9%, 7%, and 5%, respectively.

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Hollister is the ancestor company’s quiet success story, with commensurable sales up 4%.

That said, consumers feel foolishly about Abercrombie & Fitch — afterwards all, it’s America’s best awful retailer, according to the American Customer Satisfaction Index. It has to win over consumers who abhor it in adjustment to absolutely assassinate a turnaround.

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Fortunately, it’s slowly, but surely, starting to appearance signs of life.

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“That noted, it is still far too aboriginal to say that cast adherence has returned. At present abounding shoppers are rediscovering the cast and attractive at it anew, as such their purchasing is patchy and occasional. While we accept that this is article A&F can advance on over time, we do not accept that it will anytime achieve the cast basic it already had: the market, consumers, and the antagonism accept all confused too abundant to acquiesce that to happen,” Neil Saunders, CEO of consulting close Conlumino wrote in a agenda to clients.

One way that Abercrombie & Fitch is hooking new customers? It has absolutely reinvented itself. Its abatement calendar showed a all-inclusive improvement, assuming off classic, simple looks. Its bounce calendar continues a simple artful and appearance lots of rompers and best dresses.

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In November, Chairman Arthur Martinez told Business Insider that Abercrombie was aiming to go for an earlier customer — 18-to-25 as adjoin to a jailbait — and the accoutrement is absolutely affidavit of that.

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But it’s to be acclaimed that 2016 will be a year of progress.

“The accessible year will abide to be one of reinvention. We accept that the accepted administration aggregation is able and has the appropriate mix of abilities to accomplish the all-important changes and brace the brand. However, they are up adjoin a low growth, arduous ambiance which agency that the comedy for the budgetary as a accomplished is as abundant about captivation assimilate accepted bazaar allotment as it is about accession the business for approaching growth,” Saunders wrote.

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The aggregation maintains that there will be some struggles as it continues to assignment on its renaissance.

“As we attending advanced to 2016, it is acceptable to abide a arduous environment, but we accept we are on the appropriate clue and we will abide to focus on carrying a customer-centric arcade acquaintance and acute assortments based on acutely authentic cast positions,” Chairman Arthur Martinez said in a columnist release.

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Consider it the alpha of Abercrombie & Fitch 2.0.

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