Abercrombie & Fitch No Longer Cool

Abercrombie & Fitch is deemed "uncool" by a panel of teens at the Piper-Jaffray Consumer Conference -- an assessment reflected in the company's lagging sales.
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Abercrombie & Fitch

(ANF) - Get Report

has lost its "cool" status among teens.

During the Piper Jaffray Consumer Conference held in New York this week, a panel of high school students almost unanimously named Abercrombie & Fitch, and its Hollister chain, as passé. The teen panel said it's more a destination for guys or younger shoppers.

"Everything looks the same in five different colors," one high school senior said.

"They over-price things. Everything is too small," another said.

One teen who works at Hollister even said she will only wear the clothes to go to work at the store because she has to but won't wear them outside of the store.

This shouldn't come as much of a surprise if you look at the teen retailers numbers. In May, Abercrombie & Fitch saw a 3% drop in same-store sales. By division, namesake stores inched up 2%, dropped 10% at abercrombie and declined 6% at Hollister.

Still, if prices were cheaper, some of those teens on today's panel said they would return to Abercrombie & Fitch.

Mid-tier department store J.C. Penney was also shunned by the group -- though several mentioned frequenting rival


(KSS) - Get Report


Instead, the teen panel named

Urban Outfitters

(URBN) - Get Report

and privately-held retailer

Forever 21

, as go-to shopping destinations.



(JWN) - Get Report

was also named as a favorite destination among teens, citing its ease of shopping and the for convenience of offering clothes, cosmetics and accessories all in one place.


(EXPR) - Get Report

, which recently completed its initial public offering, also received good reviews, though several students said prices have increased and deterred some of their shopping.



was also among the teens top brands.

When it comes to footwear,

Steven Madden

(SHOO) - Get Report

was called out by the teens, and for bags,




Under Armour

(UA) - Get Report

was named for its high-quality sports gear, with one student calling the merchandise "magic."

-- Reported by Jeanine Poggi in New York.

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