Three Reasons Abercrombie Has (Finally) Jumped on E-Commerce in China
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Could China be Abercrombie & Fitch’s best bet for the future?
The struggling clothing brand and its kids’ line launches this month on China’s Tmall, the huge online shopping center operated by Alibaba Group, a sign that the company is pushing for a piece of the world’s biggest e-commerce market.
Abercrombie, trying to boost sagging sales, has changed its image from tacky, ’90s teenage-sex brand to something more hipster-friendly that nods to its 125-year-old heritage (think sports and hunting), with a renewed focus on fabrics and fit. But the transformation is proving harder to pull off in the U.S. than in mainland China, where Abercrombie launched just three years ago and where consumers are still getting a feel for it. While China has only 10 physical locations, it’s gaining steam there instead of losing it, while in the U.S., Abercrombie is closing 60 stores this year.
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