PROTECTING RETAILERS AND A LIFESTYLE

SURF SKATE SNOW SUP WAKE

Abercrombie Pricing

There have been numerous news reports that mall chain store Abercrombie has staunchly opposed reducing prices in stark contrast to the rest of the retail world. Reuters is reporting that a steady sales decline has many rethinking this strategy, especially when consumers in this market are only interested in steep markdowns.

“We’re in a different consumer environment. We’re in trench warfare with the consumer,” said Jefferies & Co analyst Randal Konik. “My fear is you have companies in the aspirational segment with aspirational price points … that are having real struggles.”

Abercrombie’s shares trade close to $21, down from a high of more than $82 hit in February.