Abercrombie & Fitch Co. has been in a weak state in the past few years, and its former CEO Mike Jeffries has been criticized for its control and strategy. The appearance of Mike Jeffries is beautiful and hot. Its personal passion extends to the brand. In a long time, the sexy marketing of Abercrombie & Fitch and Hollister has brought the communication value and sales performance to the company. But in 2012, it began to be accompanied by the fast fashion brand. American market Favored and the US economy is recovering slowly, and young consumers are gradually away from the company's brand. At the same time, there are also technological products attacking young people.

U.S.A Youth clothing Retailer Abercrombie & Fitch Co. (NYSE:ANF) recently announced that it would stop the recruitment policy based on appearance, and after the struggling and racially discriminatory lawsuit, the sexy marketing strategy of large-scale shop using naked male models was finally put to rest.

Abercrombie & Fitch Co. chairman Arthur Martinez predicts that the decline of the group will continue in the first half of the current fiscal year 2015. Last year, the group decided to withdraw from the sale of logo clothing in the North American market from the spring of 2015. It is expected that the negative impact of the decrease in logo sales will gradually ease in the first half of the year, and will be neutralized in the second half. Arthur Martinez also said that the group is actively looking for the successor of Mike Jeffries who left in December.

According to the data, in the first 13 weeks ended January 31, 2015, Abercrombie & Fitch Co. same store sales fell by 10% over the same period last year, far exceeding 8.2% of the market forecast, of which Abercrombie & Fitch two and Hollister two were down 9% and 11% respectively. Net sales decreased by 13.8% to $1 billion 120 million a year, less than $1 billion 170 million expected by the market. Net profit fell from $66 million 106 thousand in the same period in fiscal 2013 to 44 million 388 thousand US dollars, a decrease of 32.9%. EPS decreased from 0.85 US dollars to 0.69 US dollars, adjusted by EPS to HK $1.15, which is in line with market expectations.