Friday, February 05, 2010

Time To Be Put Down?




- Abercrombie In Japan… Try And Find The Two Or Three Asian Models…

OH Abercrombie… One Day You Were Hip And Cool… Is Your Spotlight Fading?

You Were Always Good For Model Scouting Almost EVERY Major Male Model Gets And Abercrombie Campaign Then Moves On To Bigger And Better Things…

Abercrombie & Fitch Invaded Japan Recently And It Was Not Good…

The Prices Are DOUBLE What They Are In America In Japan…

" 61.7 percent of people found the prices “a bit high” while 18.3 percent declared them “too high.” Less than one-fifth of consumers thought the prices were on target."

It's ALL American… ALWAYS…

"The new Ginza store, in particular, clashes with Japanese fashion and shopping culture in almost every possible way."

The Staff Is WHITE?!

"For instance, most foreign retailers in Tokyo employ an exclusively Japanese staff, who behave according to the expectations of Japanese consumers, but Abercrombie & Fitch decided to make the brand experience so “American” that they have almost nobody working the shop floor who would be perceived by customers to be authentically Japanese."

"Remarkably, the staff greets shoppers in English, rather than Japanese. "

Everyone Is NAKED…

"To make matters worse, many of the male staff members have their chests exposed. Sex appeal may be a big part of the brand’s charm in the United States, but this particular masculine ideal of a “ripped chest” is completely out of sync with current Japanese fashion culture and the constant presence of half-naked men is off-putting to the Japanese customer — especially when crammed into tight spaces like elevators."

And Like All A&F Stores It Reeks…

"Yet A&F seems to pump its signature cologne through the ventilation system in a way that permeates the entire experience — and whatever you were wearing at the time for days after. Of course, many successful Japanese brands incorporate scent into their retail experience, but subtlety is the key. The smell should not carry with the customer."

DID A&F Do ANY Research?

"So how did Abercrombie get everything so wrong? Is it ignorance or arrogance? It’s hard to say for sure. Either way, Abercrombie’s entry into Japan is a perfect case study in how not to localise."

Abercrombie Looks Like It Is SINKING…

"The retailer posted a 19% decline in December sales at stores open at least a year, with its lowest-priced brand, Hollister, down 25% in December from a year earlier."

But Can They Turn Around And Change?

"They realize that they can't just do what they've always done."

- BOF

1 comment:

HW said...

A&F could have used an anthropologist!

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