What a difference a day makes. And a new CEO. And a new brand strategy.
Abercrombie & Fitch recently released its new look and its new clothing strategy.
Basically, the brand went from this...
Man bun and all!
Gone are the pecs, and the big logos, and the clean cuts...gone is the slick, smooth, college look.
Also gone, hopefully, is the "cool kids" positioning and reinforcing the need for body perfection. That's what sold me off of the brand, and evidently many others.
The website doesn't appear to be updated, so truthfully we have to see how this all plays out. We also have to see how it rolls on the women's side, where they similarly had a change of "look" a few months back. I'm not sure how much traction that got the brand, but time will tell.
And I'll be watching...what's your experience? JIM