Abercrombie & Fitch Product Offerings Too Bland, Says BMO

In its report published Thursday, the analysts reiterated their Market Perform rating on the company, but reduced the Q2 EPS estimate to $0.11 from $0.14 and the 2016 EPS estimate to $0.74 from $0.77. Moreover, they lowered the 2017 EPS estimate to $1.07 from $1.20.

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The analysts believe the company has been casting "too wide of a net" with a products offering, describing it as overly mixed and too bland. "We believe the added promos are driving the comp to be slightly ahead of the (4 percent) consensus expectation," they added.

According to the BBD (BMO Big Data), the number of markdown SKUs has gone up over the quarter, reaching 24 percent year-on-year figure. "This is supported by the feedback from our merchant field team, describing the product offering as not focused enough. The quarter started off slightly less promotional but the cadence of markdown SKUs grew to double digits following Memorial Day Weekend," wrote BMO.