In a post on March 11, I wondered how Abercrombie & Fitch would fair given their approach to promotion of their brand. As consumers usually turn conservative in a downturn, would they continue to support them? The results are in and same store sales are down 22% for the first quarter of 2009, while a lower priced competitor, Aeropostale is up 20% in same store sales and up 31% overall. Is it time for Abercrombie to rethink their image?
Martin Lindstrom may be on to something in the research in his book Buyology which shows that sex used in advertising only sells sex rather than the product.
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