A Struggling Retailer

Source: Retail Gazette/ Article by Ben Stevens 2018

Abercrombie and Fitch is a teen clothing retailer that has been struggling because of a decline in sales. The brand is a higher-end clothing store so they typically have more expensive clothing but targeting to teens, it's important to have lower prices because teens don't often have the money for more expensive products. How can they improve the retailing mix?

1. Price- They could increase their sales if they were to reduce their prices.
2. Place- Once they have the reduced prices, they should have stores in smaller malls like Stone Road Mall and Conestoga Mall. 
3. Promotion- They should advertise their brand more than they do. I have never seen a Abercrombie and Fitch advertisement, possibly because I am not in Toronto but once they have more locations in these local malls, it would be important to advertise more. 
4. Product- Their products are very similar to the average teen retailer so I don't think they would need an improvement on their products.