No logo … A&F Vs UNIQLO?

Carolyne Bessette Kennedy in his being a fashion icon,

was famous for REMOVING LABELS from high fashion clothes.

Carolyn Bessette Style
Carolyn Bessette Style

Abercrombie & Fitch, rudderless teen retailer, Has DECIDED to remove ITS distinctive logo

Abercrombie & Fitch, rudderless teen retailer, Has DECIDED to remove ITS distinctive logo in an attempt to court a new generation of less-brand-obsessed youngsters. “In the spring season, we’re looking to take the North American business logo to practically nothing,” CEO Mike Jeffries said on a conference call while discussing company’s quarterly earnings sad, Which were down 6%.

Jeffries Abercrombie Has Said That cut down on the amount of clothing with logos by 50% and is Also trying to speed up the ITS supply chain to keep up with trends. Meanwhile, other A & F trademarks hang in the balance,: such as hunky shirtless men standing guard outside stores and the wafting, overpowering scent of A & F perfume.

Abrecrombie decided to give up, on the American market, its logo, reducing it to nothing, why?

The decision to give up the logo will bring A&F in full confrontation with UNIQLO, which  made a product with high perceived quality and style at competitive price, and is  a champion of the NO LOGO brand, (try to get a logo on a shirt Uniqlo is almost a treasure hunt)

uniqlo Abercrombie Hoodie and UNIQLO shirt

A&F is a brand that has built its fortune on the show throughout its logo , frankly I would have created a new brand no logo with high content, instead to loose the market advantage of a strong logo.

Why no logo?

I honestly do not know, I think you can give a lot of answers, but I like the idea to wear something you feel unique as a taylor made dress.

From the point of view of my dirty work (supply chain, production and distribution) no logo is a wonderful opportunity to reduce costs, if we think about the high cost of embroidery and inserts, but in reality you must improve your product quality and flow control , due to the fact that  the value of design and materials of the materials becomes fundamental reason for seeking the added value  to the final customer.

At the end, is the waiver of a consolidated logo a good idea ?

To this end, I am attaching the mission of Uniqlo /p>

uniqlo logo

Mission and Vision

To continuously provide fashionable, high quality, basic casual wear at the lowest prices in the market – casual wear that anybody can wear whenever and wherever.

In order to achieve this, we will focus on low cost operation and directly link production and marketing by the shortest and cheapest means.

We will think hard about the kind of customer services that are expected from us and provide the best possible.

We will provide an environment where global standard employees can happily work, and do innovative work as a team with human touch rather than like a bureaucratic team.

And, as a result, we will become a global casual wear company, targeting high growth for both top-line as well as bottom-line.

And A&F


Abercrombie and Fitch focuses upon high-quality merchandise that compliments the casual classic American lifestyle.” 



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