The Middle East Seems To Be Embracing The Fashion Brand Named A&F, Which Is Famous For Its Meat.

Abandoning sexy marketing in the US

Abercrombie &Fitch is still in pition.

This time, it did not repeatedly reiterate that "changed the store, changed the perfume, changed it."

"The new strategy, because recently it has found a new force: go to the Middle East.

The Middle East is a magical market. Although the majority of Muslim people are in the mainstream, many men and women wear robes and scarves, but for now, it seems that they are happy to accept the famous A&F.

And last year, the US High Court also sued A&F, saying it refused to employ Muslim women.

In 2015, A&F opened a store in Kuwait and Dubai, announcing its extension to the Middle East.

Next, A&F plans to open stores in Qatar, Bahrain, Oman and Saudi Arabia.

It depends on the vastness and freshness of the Middle East market, and A&F's regional sales are growing.

According to Trefis Team, a market research firm, nearly 36% of A&F's sales are outside the US.

Its overseas stores are bigger and its products are richer. Globally, the sales volume of US $770 per square foot is only US $420 in the US.

In this context, the European market has been unable to provide significant growth because of its early maturity.

In the past few years, A&F turned its attention to Asia. But with the slowing economic situation in the Asia Pacific region, sales of China and Russia were not very good, forcing A&F to shift its target to the Middle East.

"As the mid-range fashion brands pick up, the high income of the Middle East residents can provide support for them.

In Dubai's MOE shopping mall, new brands emerge in an endless stream, but Dubai can provide new conspicuous and extensive land for international brands. Tourists may also go shopping in MOE, so A&F shops are the best choice for Dubai.

Diana Jarmalaite, a market analyst at Euromonitor International, told the The National Business website.

The strategy of entering the Middle East is also expected to help A&F's pformation work further.

In March, A&F's earnings showed the best quarterly earnings since 2012. Retail experts think it still has too many stores in the United States, but it can be more bold internationally.

It is understood that Abercrombie's Deputy brand Hollister has opened 8 shops in the Middle East.

These portfolios may gain positive gains in the future.