Taking a closer look at size inclusivity, Retviews data indicates that Abercrombie offers a wide range of sizes compared to its competitors, however it is lacking in the 4XL size. Moreover, despite Abercrombie's move towards more inclusive sizing, the brand is still behind competitors when it comes to its sportswear collection. Compared to other activewear and apparel brands, Abercrombie is lacking in sizes 3XL and 4XL. This is an aspect that the brand should take into consideration, especially as the activewear market has been booming in recent years, therefore it would be fundamental to provide a wider size range, to boost the brand’s competitive advantage.
On another note, Abercrombie & Fitch’s gender-inclusive collection makes up 1% of its overall assortment, compared to Old Navy and American Eagle’s gender-inclusive collections which make up 10% and 1% of their overall assortment, respectively.
In contrast with Old Navy and American Eagle however, the brand seems to lack variety, as its gender-inclusive collection is primarily made up of t-shirts, representing 82% of the collection, whereas bottoms and accessories only make up 8% and 10%, respectively. Lacking in quantity and variety gives Abercrombie a window for improvement, as the brand can expand its gender-neutral assortment and include more gender inclusive bottoms, as well as outerwear and dresses.
Pricing
Abercrombie & Fitch purposely has a higher average price compared to its competitors, as its aim has been to achieve a “near-luxury” brand image, which the brand has also achieved by being known for its more premium store setting. Currently however, Abercrombie’s margins have decreased, as they have been affected by supply chain disruptions as well as price inflation – which now runs at a 40-year high.