Abercrombie & Fitch is in re-branding mode and is really, really trying hard to win back some customers. For years it has described itself as “sexy” with references to “East Coast traditions and Ivy League heritage.” But new filings show that it's switching up its message.
Found in the mall brand’s quarterly findings is a different verbiage where A&F is now touting itself as the “the next generation of effortless All-American style.” The retailer is toning down the sex message and focused on spreading its “laidback sophistication.”
Here’s there new message:
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In the past it was singing an entirely different tune, more along the lines of:
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With earnings steadily in decline we can see why A&F is making moves to re-brand. Cutting back on cologne sprays and finally selling clothes in the color black are just some parts of the initiative. That said, A&F's previous items were nothing close to “Ivy League heritage” so it'll be interesting to see if it can deliver products more in tune with its new message. Also, CEO Michael Jefferies’ leadership is still in question. We’ll just have to wait and see what will come of the changes.
