Sunday, April 26, 2015

Abercrombie & Fitch Co. Revamps Its Image

Following another year of sub-par sales and the departure of CEO Michael Jeffries in December, Abercrombie & Fitch Co. is saying goodbye to over sexualized marketing and is working to improve the sensory experience in its stores (including turning on the lights and turning down the music).  The company is also pushing toward creating a more diverse and welcoming environment for sales associates by adopting a less restrictive dress code and eliminating its "Hairstyle Guide" and "Closed Toe Shoe List."

I'm not sure if stripping Abercrombie & Fitch of its trademark aesthetic will help improve sales or simply turn the store into an American Eagle rip off, but time will definitely tell.      

Source: Wall Street Journal 

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