Is 'Fast Fashion' Hollister Triggering A Turnaround In Abercrombie's Growth

While the namesake brand remained weak, Hollister exhibited tremendous strength with its updated merchandise mix and store environment. For more than a year, the retailer has been trying to transform Hollister into a 'fast-fashion' brand by replacing its logo merchandise with fashion-focused products, dialing down the steamy 'sex-appeal' aura of its stores and overhauling the back end of the brand to improve the speed to market. These efforts are beginning to show promising results now, as Hollister's comparable sales fell only 1% in Q2, which is a significant improvement over 6% decline in Q1. Although some of the visible improvement in Hollister's comparable sales can be attributed to a weak comparable, Abercrombie believes that the brand's advancement is sustainable.
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