Thursday, June 18, 2009

Abercrombie & Fitch To Ruehl No More

After months of struggling, Abercrombie & Fitch's Ruehl brand will be history after only five years.  It was announced yesterday that 29 stores across the country will be closing by the end of the year. The brand's target demographic was supposed to be the 22-35 year old, college grad. Yet the brand never gained a strong following with this group. 

Perhaps it was because the merchandise was pretty pricey for this demographic. Sure A&F clothes are on the pricey side too, but teens have parents to buy their clothes.  Most 22-35 year olds don't have mom and dad purchasing their clothes and because they are trying to establish a life on their own they can't afford the garb.

Or maybe it's because the brand was lacking a solid identity. To me Ruehl really didn't make its mark and didn't come out strong. Personally I didn't think it had clear brand definition and came across a little to aloof. To me it seemed to never make a connection with it's potential customers therefore never establishing a loyal following.

Be on he lookout for a possible going out of business sale.  Even with the potential good deals it's very sad to see another business close it's door and more people out of work. 

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