The article is kind of retarded, focusing on the notion that A&F’s marketing isn’t “hot” anymore:
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.
So who’s right? Later in the article they say:
Then the economic downturn made it hard for Abercrombie to keep selling $70 jeans when similar styles could be purchased elsewhere for $40. The result: Customers began moving on.