abercrombie and fitch is staying the course
December 16th, 2009 by loveonsaleWhen I asked my middle schoolers where they would like to shop, abercrombie and fitch is usually at the top of their list. But as a parent, do I want to shop in a store that promotes kids looking like their older college aged counterparts with questionable images, pricey ripped jeans and tees with “Girl Bait” on them? Senate President Colleen Hanabusa is expected to announce this month that she will run for the urban Honolulu congressional seat to be left vacant by U.S. Rep. Neil Abercrombie, who is running for governor.
Hanabusa declined to talk about the campaign, but rumors about the decision were fueled by a July trip Hanabusa took to Washington, D.C.
A key Hawaii Democratic strategist, who met with Hanabusa in Washington, said he helped introduce her to Democratic strategists and political advisers in Washington.
“I assume she will have a great deal of support from organized labor, women and consumer groups,” said the strategist, who asked not to be identified.
Another Democratic adviser said Hanabusa is ready to announce a congressional campaign. The campaign takes Hanabusa out of the race for governor, leaving the Democratic primary in that race to Abercrombie and possibly Honolulu Mayor Mufi Hannemann.
While shopping in the store whose target buyer is the cool attractive all-American kid, music blares in the background as you purchase your $50 jeans and $38 moose logo polo shirt from a young “all-American” sales clerk doused in fragrance who you can’t hear just to make your child happy. Which makes me ponder…. Am I mom of the year? or Does this chain have a brilliant marketing strategy? After all, here I am buying and I really don’t want to be here.
I also questioned how a store such as this was fairing in these tough economic conditions. While their competitors are slashing prices to stay afloat, abercrombie and fitch is staying the course. Come to find out, the teenage apparel chain has had some of the worst sales declines in the retailing industry. In the last three months abercrombie and fitch lost $26.8 million, in contrast to a profit of $62.1 million a year ago.

