digital business continued to perform well, backed by robust momentum across both brands and geographies. Digital channel sales surged 36% in the fiscal fourth quarter while reaching a milestone of crossing the $1-billion mark in annual sales.
Comps increased 3% in the fiscal fourth quarter on the back of strong cross-channel traffic, owing to the positive outcome of the company’s marketing and loyalty investments.Comps growth was mainly driven by strong performance in the United States.
Gross margin of 59.1% in the fiscal fourth quarter improved 70 basis points (bps) from the prior-year quarter.
betting on its remodelled stores and the popularity of its Hollister brand to attract more young shoppers.
stores with a new format are proving to be "highly productive" and the company would continue to invest in them.
The company's Abercrombie brand has been fighting falling sales as young shoppers shunned its trademark logo-emblazoned designs for fast-fashion brands and cheaper clothes online.
Abercrombie is investing in its loyalty program and using social media influencers to promote its new products including its "Fierce" perfume with brand-specific hashtags.