Abercrombie & Fitch is America’s most hated retailer
Abercrombie & Fitch is once again finding itself hated.
Once the purveyor of clunky cargo shorts and moose-embossed hoodies, the brand’s declining fortunes took another hit in a new survey that ranked it the most-hated retailer in the U.S. last year, scoring a 65 in a new American Customer Satisfaction Index, which measures people’s happiness with brands.
That’s an inauspicious start for Abercrombie, considering it’s the first year the brand has been included in the survey. Abercrombie declined to comment.
The retailer’s dismal score even surprised ACSI’s director of research, Forrest Morgeson, who told CNNMoney that the firm usually sees low rankings go to mega chains with monopoly power, like Walmart.
“Abercrombie and Fitch is not that; they aren’t that large, and this can spell serious trouble for the company,” he said.
Abercrombie is in a midst of makeover since it booted its former controversial CEO Mike Jeffries in 2014. The brand has since ditched its shirtless models (as seen above from a Facebook image posted in 2012), cut prices and stopped putting its logo all over its clothes. Instead, the retailer is focusing its efforts on mobile and designing less-preppy clothing.
If there’s a bright spot for Abercrombie, the survey saw overall satisfaction with retailers fall for the second time in a row, to 74.8. The survey’s authors suggested the country’s continuing economic recovery was at play, as retailers are focusing less on good customer service because they don’t need to fight as hard to get shoppers.
For what it’s worth, Costco is the most-liked retailer with a score of 81, down four points from 2014.
Update 2/26: Abercrombie issued this response from Abercrombie’s CMO Fran Horowitz:
“Over the last year, we have placed an intense focus on putting the customer at the center of everything we do, and our consumers are responding to this. The data we have from our consumers tells us they are positive on our brands, on our new offerings, and on the work we have done to improve the shopping experience. We are confident that we will continue to improve the customer experience over the coming year.”
‘Content and commerce are converging’: Kroger Precision Marketing svp Cara Pratt on evolution of retail media, new offering
More and more companies are getting into the retail media space. As competition heats up, a Kroger executive talks about the grocer's latest attempt to stay ahead of the curve.
‘I’m embracing the discomfort’: Fashion brand execs share how their office style has transformed
For some — particularly those that get personal fulfillment from their style — the return to the office is, indeed, a good reason to go all out.
Marketers are going beyond the individual and using personality to sell at Advertising Week
During day four of Advertising Week, marketers looked to go deeper with their audience by showing a softer side of the celebrities and creators they work with.
SponsoredHow advertisers are navigating advanced TV and premium video convergence
Nicole Schumacher, vice president of product marketing, Xandr Advertisers have a number of priorities and considerations as premium video content for viewers evolves. Media types are converging as audience behaviors diverge, adding nuance and complexity to each phase of campaign workflows. It’s the age of innovation for all types of video advertising, including convergence — […]
‘It’s crucial to fighting pay gaps’: How tech companies are leading the way in salary transparency
A growing cohort of progressive tech companies are offering salary transparency policies, which help tackle the gender pay gap.
Why a shoe brand is maintaining its digital paid media strategy well beyond the pandemic
By investing more in digital channels, the company was aiming to meet the tradesmen and women who typically shop for its shoes and work boots in-store wherever they were spending their time online.