American consumers have spoken: The heyday of Abercrombie & Fitch is officially over.
The once-beloved brand ranked worst among its peers in customer satisfaction, according to the latest data from the American Customer Satisfaction Index (ACSI). Based on surveys of roughly 70,000 consumers, the ACSI measures customer satisfaction with more than 300 businesses across 43 industries.
As BroBible points out, Abercrombie & Fitch was the least-liked store among the 22 companies included in its "specialty retailer" category. Earning top marks for customer satisfaction were L Brands, which owns Victoria's Secret and Bath & Body Works, and Costco.
In other words: Consumers enjoy shopping at Advance Auto Parts more than they do at A&F. Ouch.
Describing the findings to CNN Money, Forrest Morgeson, ACSI's director of research, said,
Still, the head honchos at A&F don't seem to be too worried. In a statement, Fran Horowitz, A&F's president and chief merchandising officer, said,
Since it's not entirely clear what consumers dislike about A&F — the prices, the ambience, the merchandise in general — it's safe to say the company has its work cut out for it.