The downfall of logo-centric brands that were popular in the 2000’s is no surprise to some, but a great shock to many. Abercrombie once thrived as an upscale store known for its dark atmosphere and impeccably groomed models at the front door. Its shirts emblazoned with their signature logo were a sign of status; only the cool kids could afford it.
But now times have changed. People are no longer shopping at stores that were once known for their label. Instead, people are turning towards stores like Forever 21 or H&M that produce cheap, imitations of styles that can be found on a runway. Another change amongst the generation is that people don’t want to “fit in” in such a way by all wearing similar shirts with the same logo, they want to show that they are different and have their own sense of style.
Stores such as Abercrombie have realized this and are now removing their logo from their future clothes starting this coming spring, but is it too late? While they attempt to change their look to keep up with the trends, people will remember them for what they used to market to. Also, their prices still remain extremely high compared to their competitors.
One possible explanation for this movement in trends is that instead of standing out by what you are wearing, people are instead showing their personality and status through posts on social media. It is no longer necessary to dress the part for your identity when you can portray it on social platforms. Not to mention, having the latest version of the iPhone has also become a status symbol for many.
Abercrombie is trying to make a change, but whether they are successful or not, it is nice to know that we can dress to impress without relying on anything but our own fabulous sense of style!