Millennials Trashed Abercrombie & Fitch — Victoria's Secret May be Next
Last week, Victoria’s Secret announced an adjustment to its marketing approach, in which its iconic catalog will be “de-emphasized,” and 200 people were laid off as the company reorganizes to focus on lingerie, cosmetics, and the Pink brand. You could look at it as a minor course correction. Catalog, in the traditional sense of the word, is on the decline. Digital connections are becoming much more important. This shift affects most shopper behavior, but nowhere is the impact felt more keenly than with Millennials. In fact, Millennials created a teen retail wasteland as they moved through that category. Abercrombie & Fitch, Wet Seal, Delia’s, Aeropostale and more were all abandoned by Millennials in favor of fast fashion retailers like H&M and Forever 21 .