Abercrombie and Fitch, the perfect combo of : american, young, smug and indirectly very sexy.
Their brand scares me - it expresses the generation that is arrogant, doesn't speak to anyone out of a certain range of beauty, age and race. And they have been doing great - I've wanted to follow a fashion brand, but am aware that they are a more volotile stock - one day your in, and the next the masses have moved on to the next new in brand and no one can entirely understand why.
Also the fashion industry has high costs and is now dependent on imports
It would be hard for me to buy stocks without believing in their brand, also not having that identification or interest is dangerous, since one would not have a sense of when things were to shift.
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