Abercrombie and Fitch discount policy

April 19 [Thu], 2012, 16:29
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Of course, even profitable brands can not avoid the impact of economic environment in the same market. Chanel lay off 200 people earlier this year, Hermès` CEO Patrick Thomas said clearly: "We are in face of the crisis, the entire luxury industry can not turn a blind eye to this. Expecting Hermès to expose beyond the crisis is impossible." In this case, the brand must use the money in ways. Chanel is not because reductions in spending cut their own "Paris - Moscow" Advanced Hand Workshop series and the "Paris - Venice" in early spring vacation series. Moreover, the two films reflecting the life of Coco Chanel, "Coco avant Chanel" and "Coco Chanel & Igor Stravinsky" were also released in 2009. Chanel always maintains high media publicity. Its seven workshops imply the high quality of its products to customers.

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Its non-discount policy is not limited to high-end luxury brands. Timberland outdoor brands under such a grim situation still decided to expand its high-end line's Timberland Boot Co .. the brand is relied on a loyal customers which accumulated earlier years. And Abercrombie UK clothing insists on no price cuts at the risk of losses. According to a survey, the company's net losses were once as high as $26,800,000. The sales in May were down 23.5% compared to last year. We spent a lot of years to build the brand, and our competitiveness is the quality, style and shopping experience rather than price." The CEO of A &F Mike Jeffries said. GaryWilliams would give a positive assessment on the A&F: "Although their situation has become critical, but on the brand image perspective, they are still very competitive."

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