Why Are Abercrombies Jean Expensive Again
I'm 26 years onetime, which means I was firmly in middle school at the peak of Abercrombie & Fitch mania.
Whether or not I could actuallyaffordAbercrombie'due south expensive sweaters, jeans, and moose-adorned tote bags is some other story.
Walking into the shop in my local mall was ever scary — every employee looked similar a model, it was lit like a club, the speakers were blaring music, and you could odour the store from a mile away.
I'm sure parents everywhere call back the dread of going into one of these stores — indeed, I remember my mom complaining about getting a headache as soon every bit she entered one, while I walked effectually broad-eyed at all the teenagers who looked way older and cooler than me.
Abercrombie's proper name was all over the clothes and accessories, or at the very least, items had a pocket-size stitched moose.
The Abercrombie moose is perhaps the most culturally relevant moose for my generation — sorry, Bullwinkle.
But Abercrombie's reign eventually came to an end.
The brand endured multiple controversies in the early 2000s, and teens began preferring brands like Forever 21 and Nike as both fast way and athleisure became trendier.
Equally sales continued to fall in the 2010s, the make began rebounding. It appear stores would be lightened up, and the ceaseless cologne spraying would cease. A plan was made to phase logos out. In 2015, the company ditched the shirtless male greeters in front of the store.
Abercrombie & Fitch has since rebounded — it's trendy over again, merely if yous check out the website, y'all'd be difficult-pressed to find a moose or an "A&F" anywhere on the clothes.
After the company cutting back its number of stores — it closed 450 between 2010 and 2018 — and after its significant rebranding, shares began to soar. In 2018, Business Insider called it the "biggest retail comeback of the yr."
I decided I needed to see this rebrand in person.
On a cold Sabbatum in Nov, I trekked to the Tanger Outlets in Deer Park, New York, to visit my local Abercrombie. The one I would longingly laissez passer every bit a pre-teen has at present closed.
Rest in peace, Roosevelt Field Abercrombie — you were intimidating to eleven-year-one-time me, but I'm nostalgic for you now.
This store location is in a prime spot at the outlets, and information technology has a behemothic sign that'southward like shooting fish in a barrel to spot.
I remember when "abercrombie" and Abercrombie & Fitch were two different stores for kids and adults, respectively. At present, information technology's Abercrombie & Fitch and abercrombie kids.
There'south a new look at the storefront: There'south not a shirtless man to exist seen.
It was also foreign non to hear the store from 25 anxiety away.
Inside, the ceilings were high, the lights were brilliant, and information technology was merely one big room, instead of a dark labyrinthine guild.
I couldn't believe that I didn't scent any hint of Abercrombie cologne, a scent that divers my adolescence.
Not to worry — the fragrances are still available to purchase.
A ane.7-ounce bottle of Abercrombie Fierce will gear up you back $58.
I of the things the brand is still pushing is jeans — though I definitely noticed a more various array of sizes than the last time I walked in.
My distinct memory of Abercrombie'southward jeans is that there were mostly 00 and 0 sizes available. For years, A&F didn't offer annihilation higher up a size 10, a move the make was criticized for.
Sometime CEO Mike Jeffries fifty-fifty said, "In every school at that place are the absurd and popular kids, and so there are the not-then-absurd kids," in 2006.
"Candidly, we go later on the cool kids. We go after the attractive all-American kid with a smashing attitude and a lot of friends. A lot of people don't belong [in our wearing apparel], and they can't belong. Are we exclusionary? Admittedly," he told Salon.
Jeffries later on apologized, maxim in 2013: "While I believe this 7-year-erstwhile, resurrected quote has been taken out of context, I sincerely regret that my choice of words was interpreted in a mode that has caused offense."
In 2012, the brand besides said: "We sincerely regret and apologize for whatever crime caused by the comments we take fabricated in the by which are contrary to (the values of diverseness and inclusion)."
Jeffries retired in 2014.
I looked at the men'due south section and found it was essentially like any other store.
Not a graphic tee in sight, just lots of plaid, corduroy, and basics.
In full general, the store wasn't super crowded.
Maybe because the sometime A&F stores were so claustrophobic, I felt like I had and so much more room to breathe.
I tried on this camel coat and actually concluded upwardly buying it.
If you had told me back in 2014 that I'd be ownership a coat from Abercrombie in 2021, I wouldn't have believed y'all.
Here's my glaze. It's usually $220, but I had coupons from Tanger.
I checked out the kids' section.
I have no idea what'south in way for kids, just I was curious.
When I walked in, information technology happened to be empty. But I saw lots of brilliant colors, something that was missing in the adults' department.
The women's department was a lot more neutral.
If you were worried that A&F had completely ditched their logos, yous can residuum easy. I had to go looking for them, but in one case I establish the graphic tees, they were easy to spot.
I constitute a selection of graphic tees in a range of muted colors.
At that place were graphic sweatshirts, too.
Walking around the shop, I noticed the employees were friendly — a change from how I (and many of my peers on TikTok) call back information technology.
I also constitute a pair of sweatpants with the proper name ...
They'd nevertotallyditch the logo.
Overall, my Abercrombie & Fitch experience was pleasant — I'd definitely become dorsum.
Going to an A&F store in 2021 wasradicallydifferent than the terminal fourth dimension I walked in — and I appreciated it. With the rise of the body-positivity movement and Gen-Z'south inclination towards the accurate, I think the brand has fabricated changes for the improve.
Even though it's still on the expensive side, I could very hands meet myself checking out their sales in the futurity ... peculiarly if I'm feeling a fiddling cornball.
This is an opinion column. The thoughts expressed are those of the author(s).
Keep reading
Source: https://www.insider.com/what-abercrombie-and-fitch-is-like-now-2021-11
0 Response to "Why Are Abercrombies Jean Expensive Again"
Post a Comment