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Just like shooting fish in a bucket – it was easy to spot the Abercrombie fraternity who came to support their colleagues – for the opening of Hollister (kid ‘sister/brother’ retail concept of Abercrombie & Fitch) in Soho today (see ‘New Store Openings’ post).

While we agree that plaid shirts are one of the season’s hottest key items for both guys and girls – this is a telling sign of just what is wrong with A&F currently! Formulaic fashions, sold in volume – and worn as a uniform by the staff  – as a refection of your brand – does not seem to me – to reflect ‘individual’ style – the ‘big picture’ trend of the season! Imposing one’s image of how a young customer wants to look – denim jeans and flip flops being key components of the ‘look’ (note to Mike Jeffries CEO of A&F) is not a recipe of success.

I’m sure you will all agree, that while these plaid shirts look terrific – these kids all standing around together – look kinda silly!