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Abercrombie & Fitch: Can the Brand Be Revived? – AMD LAW GROUP

Abercrombie & Fitch: Can the Brand Be Revived?

Originally posted 2018-07-12 5:32:47

By Diana Chan |


As Abercrombie & Fitch attempts to rebrand, the company plans to remove all its logos on products in the United States by Spring 2015.

Although once popular, in the current market, Abercrombie & Fitch stands to compete with stores like Forever 21, H&M, and ZARA, which mass produce styles taken from the runway and sell products at a significantly lower price. Conformity and wearing the same logo used to be the crux of Abercrombie’s success; however, analysts attribute fast-fashion and less of a focus on conformity as reasons for Abercrombie’s current decline in popularity.

The company’s decline can also be attributed to the negative attention it has received. In 2004, Abercrombie was sued for racial discrimination against minorities, settling the case for $50 million. Just last year, CEO Mike Jeffries commented that the brand was targeted toward “cool, good-looking people,” a comment that stirred adverse reaction in the media. As a result, the company made changes to its management structure, relieving Jeffries as chairman of the board. Earlier this summer Christos Angelides, was named President of Abercrombie & Fitch with the hope that he will be able to revive the Abercrombie brand.

Also part of its rebranding campaign, Abercrombie has been adjusting the atmosphere of its stores to have less of a “night-club” vibe.  Hollister, owned by Abercrombie, began testing out new storefronts this year, changing its beach-shack look to a more open and simpler look. Nonetheless, the company plans to close 60 stores at the end of this year when their leases expire.

Abercrombie seems to have a long road ahead of it as the company tries to recover its brand and draw in customers. Will removing Abercrombie & Fitch’s logos and attempting to take on fast fashion revive the brand? It will be interesting to see what will become of Abercrombie over the next decade.


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