Maybe sex doesn’t sell … yeah, right.

Punch line: Sex no longer sells for traditional teen retailer Abercrombie & Fitch. 

Faced with new consumers who want unique, affordable fashion, the clothing giant is seeing sales decline and shutting down US stores. 

* * * * *

Excerpted from Businessweek, “At Abercrombie & Fitch, Sex No Longer Sells

A&F

Abercrombie & Fitch’s skin-filled ads and nightclub vibe once delighted American teenagers and infuriated parents.

Today, many aren’t even paying attention.

The once-edgy retailer has lost a third of its market value in the past year as it grapples with falling sales in Europe and the U.S.

While Abercrombie blames the economy for its woes, brand consultants say it also has failed to change with the times.

Today’s teens are underwhelmed by the half-naked models and blaring, dimly lit stores.

They’re also less inclined to wear Abercrombie’s longtime uniform of pricey denim and graphic T-shirts.

Sales at non-U.S. stores open at least a year plunged 26 percent in the second quarter.

Abercrombie shuttered 71 U.S. stores in its most recent fiscal year, and in February said it will close another 180 through 2015.

Today’s teens are “radically different” from other generations … and have a bevy of options thanks to the boom in fast fashion from Forever 21 and H&M. 

Abercrombie is “positioned well to take advantage of this group’s desire to be rebellious and indie and different, because that’s what the brand is about … but right now the product mix doesn’t communicate that or facilitate it.”

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