Abercrombie: The Sequel

If you follow developments in retailing, you probably saw news coverage last week about A&F’s new pricing strategy. I commented in late April about how their insistence on “brand integrity” (which apparently extended to a high-price perception) was unfair to their own shareholders and had customers racing for the door. Well, A&F announced that it will be re-evaluating (and adjusting) its prices, especially in its Hollister and Abercrombie Kids divisions. It’s one thing to stick to your principles, it’s another thing to ignore the realities of doing business today.


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