As someone posted last week, you really can’t hurt them. that drop is pocket change to AB. Only way it hurts if that 26% drop can be maintained for a long time.
they have until the end of the 2q
then it gets real
Look at Target.
They’ve not really recovered
AB is in trouble
This wasn't some obscure brand, this was one of their most recognizable names and best sellers. They trashed their brand in a day.
For anyone who thinks a popular brand can't disappear, just take a look at what happened to Zima. (and they did nothing wrong)
https://www.mashed.com/197573/the-untold-truth-of-zima/