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Abercrombie & Fitch Tries Reinvention
- San Francisco Chronicle, Tuesday, August 25, 2015 10 AM
Abercrombie & Fitch, with sales declining and younger consumers uninterested in mall-centered brand names, is moving away from flaunting sex and its name. New ads feature classic designs, not the logo, an effort to market to a broader audience. Jonathan Ramsden, COO and CFO, said in an interview last year that it's also about separating Abercrombie from “fast fashion” sibling Hollister.
