The Wall Street Journal reports that Abercrombie & Fitch is about to remove almost all logos from their clothes in the US, after losing a non-trivial amount of the youth market to logo-free brands like Zara and H&M. According to the report they are also working to reduce prices, but they seem to be missing a link in the logic chain here: if your cotton/acrylic/polyester sweater is $100, and Uniqlo's 100% wool sweater is $30, even if you remove the logo and get your sweater down to a competitive price you still haven't offered a reason why kids should shop in your idiotic store in the first place.

There are few tastes more fickle than those of teenagers, and these trends are of course cyclical. But if the two main takeaways here are that kids are souring on being walking billboards and that A&F is in trouble then we're all for it.

Also See