Abercrombie & Fitch has had its fair share of ups and downs. And now they’re definitely in a slump. Sales are down (77 percent last year), the CEO, Mike Jeffries, is under siege for not moving the company forward and they’ve insulted just about everyone in one way or another.
It’s time for a change, and A&F has decided it will “appeal to a new generation of teens by toning down the stores’ nightclub vibe, minimizing the chain’s signature logos and enlisting so-called Instagram kids in marketing,” says Bloomberg.
That Instagram comment is a little worrying, but the changes that are described are actually pretty dramatic considering how A&F previously presented itself.