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And Abercrombie & Fitch has streamlined its selections to look more classic, simple, and refined. “The majority of the blame for recent poor performance lies squarely with Aero which has failed to realign itself to the changing fashion demands of younger shoppers. Indeed, Aero has a range that looks more at home in the mid 2000s than 2015 and which fails to provoke the interest of younger shoppers,” Saunders wrote. Today, young shoppers know they can buy cheap, trendy clothes through fast fashion stores, like Forever 21. Kirsten Acuna/Business InsiderWet Seal filed for bankruptcy last year. Pacific Sunwear’s downfall proves how important the price tag has become. Pushing a ubiquitous look that teens could buy anywhere, the company needed something to draw in customers and it couldn’t find that. “That’s where you compete on price and … They just couldn’t compete on price,” Gabriella Santaniello, founder of A Line Partners, a retail-consulting firm, told Business Insider last month. To make matter worse, teens have so many alternative options. “There’s just a lot of options out there, and there’s a lot of cheap options,” she said in a recent interview, while pointing out teens’ ambivalence toward logos “levels the playing field, and it’s all about pricing and what sort of value you’re going to give to the consumer.” Further, a name brand plastered on somebody’s shirt doesn’t carry the same weight as it did for teens a decade ago.
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