Party's Over, Kids: Abercrombie & Fitch Returns To "Retail 101"

-1Photo: David Sandison/REX USA
Abercrombie & Fitch CEO Mike Jeffries is pulling a few pages from Dad's playbook. One: Turn on the lights. Two: Have that guy put some clothes on.
After the chain suffered declining sales over the last four quarters and lagging profits, Bloomberg toured its Ohio campus and a set of test stores to see what was afoot. "The blinds on Abercrombie windows are gone, and the company is experimenting with window displays for the first time," the trade notes. "Gone, too, are the ubiquitous photos of abs that have offended so many people over the years; they have been replaced with images and mannequins touting the clothes," now in bigger (but nobody said "plus") sizes and without A&F logos or various wildlife decals. The retailer also plans to introduce black garments. ('Crombie Goths — just think of the expanding demo potential!) And, Abercrombie will up its social-media presence, partnering with as-yet-unnamed fashion bloggers on Instagram.
Furthermore, Jeffries is ceding part of his duties to incoming presidents of the Hollister and Abercrombie kids lines and has appointed a chief operating officer. Topeka Capital Markets analyst Dorothy Lakner pointed out to Bloomberg's Lindsey Rupp, "They're radical changes for Abercrombie, but for everybody else they're kind of Retail 101." Ah, Retail 101 — a high school course we cut in order to hit the mall. (Bloomberg)
Advertisement

More from Shopping

Watch

R29 Original Series

Watch Now
Documentary
Five love stories behind diverse, multicultural marriages.
Watch Now
Lifestyle
Life experiments, 5 days at a time.
Watch Now
Fashion
The style of subculture.
Watch Now
Beauty
Viral trends, tried and tested.
Watch Now
Documentary
From vibrators to lipstick, learn how your favorite products are made.
Watch Now
Documentary
Extraordinary, one-of-a-kind individuals
Watch Now
Documentary
The latest stories to watch.
Watch Now
Lifestyle
Inside the homes of millennial women — & what they paid for them
Watch Now
Comedy
Let's talk about sex, baby.
Watch Now
Documentary
Female artisans around the world
Watch Now
Politics
Made by and for smart, opinionated women.
Watch Now
Film
We helped 12 female directors claim their power.