“Pride Is For Everyone, Not Just Gay People”: Abercrombie & Fitch Just “All Lives Mattered” The Gay Pride Movement

And he learned the hard way that marketing their brand like a members only country club doesn’t exactly woo customers.

The retail chain closed down dozens of stores in an effort to revamp their brand, says reports. Just last week, finance experts warned investors to stay away from the brand:

“Abercrombie & Fitch misses Q1 2017 EPS by $0.21 which happens to be the fifth consecutive quarter of underperformance. Overall, the company’s performance is weak with a diminishing top line and margins, as well as the weakest return metrics in the peer group. The business prospects are unclear, and no viable turnaround strategy has been presented to the company’s owners. We recommend staying away from the stock in the meantime.”

In this age of brands becoming more LGBT friendly, Abercrombie and Fitch can’t afford to be exclusive.