The move, another part of the retailer’s efforts to win back American teens, illustrates how dramatically Abercrombie has changed in the past decade.
Well this was inevitable. Working for this company for 3 YEARS, I could see then that Abercomebie & Fitch was not attracting its target audience. Today, there is a dramatic change of style, marketing, and atmosphere than what I remember when I was a sales rep. They’ve moved to a “hipster” like style to compete with brands like Urban Outfitters, F21, and H&M. This article confirms it.