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The teen retailer, abercrombie and fitch, frequented by preppy and status-conscious kids, has gone out of style. No matter how much it believed—and banked on—that kids would never, ever, ever abandon its stores filled with sexy clothes and half naked men, they did, and in record numbers.

Is it too late?
Many Abercrombie shoppers have turned their attention to Aeropostale and American Eagle Outfitters, two of the companies sweeping up the broken bits left by Abercrombie’s bad decisions.

Even if kids still want to shop at its stores, parents are saying no. The glimmer of hope Hollister may have seen of late—rising stocks and consumer confidence—has all but disappeared as stocks have slumped again on worries that consumers are still clinging to their wallets.

New abercrombie’s recent financial report also suggested it has cut its marketing budget. Another bad move at a time when it should be letting its customers know it has finally come to its senses.