
There are a few defining things I remember vividly about ninth and tenth grade - parties in older kids' backyards, trying to go to every pop-R&B concert that came to the New York area (yea Bad Boy tour! God, we were so cool), passing one beer around under the table between 12 girls at Fridays, playing field hockey (eek, the mention of my days of pretending to be athletic make me laugh/cringe), mint chocolate-chip ice cream, those funky knit mittens and of course... Abercrombie & Fitch!
The sweaters, the long-sleeve cotton t-shirts that said "varsity" on the chest, the checked and striped button-downs (not flannel; flannel was sooo 7th grade), and more sweaters. We lived for this. By "we," I mean the Briarcliff girls, but I know this was also broader trend. Ladies, you know who you are. We'd talk on the phone and describe the new Abercrombie sweaters our moms bought us, and we'd plan to wear them to the next party in someone's backyard with our Sutters jeans (had to give Sutters a shout-out). The clothes even had a smell. It was woodsy and wintery and, let's be honest, it made us feel really cool. And occasionally, one of us would have the same item as some senior girl, and while this was a high school faux pas, it was inevitable because Abercrombie was probably the only place the entire school shopped. With the exception of Havana Jeans :)
Anyway, my point about all this is related to an article in the Wall Street Journal today about Abercrombie & Fitch's steep declines in revenues due to, well, their product. For Fiscal 2009, the Company reported a net sales decrease of 16 percent to $2.977 billion from $3.540 billion last year. Comparable store sales decreased 23 percent for the fiscal year. You don't have to know business to know that's bad.
I always find it interesting when a clothing brand begins to suffer after years of success because of a changing market. Although I'm out of their target age, I still have an inkling, when I walk past their New York store with bare-chested men standing at the entrance, that the brand and it's grand, dimly-lit Fifth Avenue home feels out of place. I think the sex-appeal marketing still has something to it, since sex never goes out of style, but it's their clothing that's off - no pun intended - as simple as that sounds.

Kids these days know and care more about fashion. Not just style (we all cared about our appearances starting at a very young age) but
high fashion. I think younger and younger segments are conscious of what's on the runway, even if only subconsciously, from shows like Project Runway and The Hills. As it becomes more in vogue for mass audiences to be in the know about fashion, people overall want to have clothes with a bit more edge. And this applies especially to the teen market who was Abercrombie's bread and butter, the teen market in places like Westchester. At the price point they maintain, Abercrombie's worn-denim-and-threadbare-shirt kids are going elsewhere for their more sophisticated wares.

We watched Dawson's Creek; they have Gossip Girl
It's part of a larger trend in our economic times, in my opinion, with the rich getting richer and the poor getting poorer. When I was in high school, the Westchester Mall still had The Limited and Guess? (no, not Guess by Marciano, just Guess?), but now it has Barneys CO-OP, Burberry, and theory, just to name a few. It also had Abercrombie and we loved it. But today when the moms take their 14-year-olds to the mall, what's it gonna be: Abercrombie or Vince and 7 for all mankind? Kids know what's up, and that ain't Abercrombie anymore.
To circle back, I remember when I visited Briarcliff High School circa 2003 and Meri Lewis was wearing jeans low on her waist, her thong showing, and carrying a designer bag that I guarantee you I still would not be able to afford. We carried backpacks. And we wrote on them with white-out pens.
Things change fast; I'm surprised Abercrombie has sustained their momentum for even this long without evolving their look much. I think with the unfortunate numbers, they are rethinking how they do things over there. So maybe we'll see a more mature brand in the near future. And then the question will be who bites!