Preppie clothing store chain Abercrombie & Fitch, with 843 stores in the United States and 163 stores in the rest of the world, is making a dramatic change based on customer response. In a move that took me by surprise, they’ve announced they will eliminate identifying branding logo marks on their Spring 2015 clothing collection.
Much of the reason seems to be this generation of younger customers. Unlike teens and twenty-somethings of the last few decades, young people today are trying to be more unique. Rather than blindly sporting logos from Ralph Lauren, A&F, Hilfiger, Hollister, and others they’re mixing and matching their own looks and creating customized combinations – without designer logos.
What do you think? Is it a mistake? Is it a relief? Personally, I could not be more thrilled. Instead of continuing the tradition of mindless zombies finding their identity in a corporate brand, perhaps this generation is more independent than many people thought.
What do you think? And what does it mean for branding churches, nonprofits, and other organizations?