With sales down and consumer interest flagging, Abercrombie & Fitch has decided it’s time to bring back its provocative catalog. The return of A&F Quarterly, which will go on sale July 17 for $10, is a blatant grab for the attention of America’s recession-wracked teen spenders. Will it succeed?
We agree with one confused consultant who isn’t sure why the kids these days wouldn’t just look to the internet for their porn.
“For any company, let alone an apparel retailer, to be starting a magazine in this economy really bucks the trends,” said Columbus retail consultant Chris Boring of Boulevard Strategies. “I just don’t see the market out there for a $10 magazine, especially with teenagers so into technology. I would think the money would be better spent on some new mobile app.
The original catalog was scrapped in 2003 after offending everyone from religious groups to women’s rights activists to Asian Americans groups. Welcome back, A&F Quarterly. Can’t wait to see who you offend this time!