After Abandoning Erotic Marketing, The Price Of Clothing Brand A&F Rose Nearly 20%.

American clothing

Abercrombie &Fitch performance exceeded expectations, indicating the future emphasis on mobile phone promotion.

In the first quarter of October 31st, Abercrombie &Fitch said diluted earnings per share were 60 cents, compared to 25 cents a year ago.

On the basis of adjustment, diluted earnings per share were 48 cents, compared to 42 cents a year ago.

The company said that the net turnover was basically flat at a constant exchange rate of 878 million 600 thousand US dollars.

Year-on-year store turnover fell 1%.

Wall Street has predicted a diluted earnings of 22 cents per share and a turnover of $864 million 670 thousand.

In the afternoon trading, Abercrombie &Fitch rose 19% to $23.2 a share.

Previously, the brand's third quarter performance exceeded Wall Street's forecast by more than two times.

According to the brand, the net turnover of Abercrombie fell by 6% to 411 million 300 thousand US dollars, and the net turnover of Hollister was basically flat, reaching 467 million 300 thousand US dollars.

For the fourth quarter, the company is expected to be relatively flat, but because of the impact of foreign exchange, it will continue to suffer negative growth.

"Our third quarter turnover and revenue exceeded expectations," Arthur C. Martinez, executive director of the company, said in a telephone conference with Wall Street analysts.

Some key indicators have shown positive effects in the current quarter, including the year-on-year sales of Hollister brands and the international business of the two brands.

This strongly proves that our innovative attempt is effective and we are back on the right track. "

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The company's executive vice president and chief operating officer, Jonathan E. Ramsden, pointed out that the company's "European business has been relatively positive and satisfactory since 2011, and most of its own stores have performed well."

He said the company was very satisfied with the investment in mobile terminals, which brought 60% of network traffic and two digits per year.

He disclosed that the company's mobile phone applications now have nearly 3 million of the total downloads.

He said that further multi-channel investment is yielding strong returns, and the company expects to launch mobile apps in the US.

In the third quarter, all Abercrombie stores in the UK had the click-and-collect function.

He also pointed out that the brand performance in China's double 11 Shopping Festival was excellent, bringing nearly 2 million dollars in turnover.

The company will strengthen mobile phone investment in the Chinese market in 2016.

Depressed youth

A&F was once popular. At that time, the brand CEO Mike Jeffries was famous for its sexy naked men and American salesmen with perfect shape.

Shortly after he left office, the company said that it had made adjustments to the policies of two brands of A&F and Hollister. It would abandon male color marketing, and would no longer pay too much attention to the appearance of candidates and whether they were American.

Other main sex appeal

The brand has also taken similar measures, such as American Apparel.

Jonathan E. Ramsden, chief operating officer, once said: "our consumers are increasingly ignoring brand labels.

They never want to become a mobile billboard.