In the early 2000’s Abercrombie & Fitch were THE apparel brand to beat in the lucrative youth fashion market. However, years of decline – and the influence of a rather divisive and controversial CEO – left the company headed for the bargain basement at best.
However, after several years of retooling, beginning with the departure of the aforementioned CEO, Mike Jeffries in 2014, the company is relaunching itself with completely new branding and new media messages. Gone are the preppy stereotypes and the condescending to many taglines. The new Abercrombie & Fitch is attempting to present itself in a far sexier, more playful light that will better appeal to today’s fickle Gen Xers. But will their branding gamble work? Read on to learn more.