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Abercrombie & Fitch Scores as the Most Hated Retailer in the Country

It’s an unusual debut because the lowest scores are often reserved for big-box brands like Walmart.

Image via (cc) Flickr user Mordy Steinfeld

Abercrombie & Fitch has made an illustrious debut at the bottom of the American Customer Satisfaction Index, making it the most disliked retailer in the country. The company scored a 65 for Specialty Retail Stores. It’s an unusual debut; the lowest scores are often reserved for big-box brands like Walmart. The highest ratings went to Costco, Barnes & Noble, and L Brands (Victoria’s Secret and Bath & Body Works).


A&F has been going through some challenges. CEO Mike Jeffries left in December 2014. In 2015, the company reported a net loss of $63 million, for the quarter ending in May.

In other interesting news, Netflix's score in Internet Retail dropped 6% to 76, perhaps reflecting that the company hiked its standard plan price by a dollar. But the ranking drop also might be because, despite the popularity of Netflix-produced series like Jessica Jones and House of Cards, many users find its film selections uninspiring. At the top of the Internet Retail list? Amazon.

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