The Business of Fashion reports that Abercrombie is under major pressure from an investor to change its management and brand strategy amid four straight quarters of slumping sales. Jonathan Ramsden, A&F's chief financial officer, stated that the company plans to change its designs, marketing, and pricing structure to focus on college-aged customers rather than teens. Meanwhile, Ramsden says Abercrombie offshoot brand Hollister will lower its prices to compete with fast-fashion retailers like Forever 21.
Ramsden did not share details on the changes, but we can't help but wonder if the new, more mature designs might include higher price points to match. And, as far as marketing goes, whether A&F's barely-SFW ads could get any more adult remains to be seen. (The Business of Fashion)
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