Abercrombie & fitch leaves Milan and we are very sorry to hear about that!
It was just a few years ago when we talked about the grand opening of the first Italian store of the company based in Manhattan and now things seem to have gone wrong, in every possible way. When we have previously reported of the dire straits many retailers found themselves in we could not imagine that the end of the Milanese Abercrombie and fitch store was so close!
The US retailer was the store where to shop for many teenagers in the early 2000 and now that those young boys and girls are adults they are not interested anymore in any shirts or pants with the goose logo on it! The new generations are buying mostly online and don’t seem to care that much about a specific brand. What abercrombie has lost is the ability to create a community of shoppers, loyal to its brand.
Stocks are falling down and sales are worst than expected.
This scenario led the top management to shut down many stores across the globe. Copenhagen, Fukuoka, Hong Kong and Milan join the sad faith of the Hollister flagship store on 5th avenue in New York.
Everyone now is asking what will be the future of the US retailer that dressed millions of people and that had its key element in the in-store shopping experience. Apparently half-naked boys at the main entrance of the main stores were not that good idea after all…