Abercrombie & Fitch has been changing its image amid a challenging retail market. In 2014, it did away with its iconic moose logo. And in July this year, the brand removed its signature scent from its stores. Instead shoppers will be greeted with the smell of a gender-neutral fragrance that is more in keeping with the current predilection for gender-neutral or unisex fashion.
For the first time in 15 years, the brand has completely updated its jeans line. The new denim line utilizes latest technology and fabrication, including a 360-degree stretch. One of the most obvious changes from Abercrombie’s previous denim offerings is the absence of the brand’s distinctive stitching on the back pockets. The women’s line will have sustainable denim. These styles use less water to achieve the desired wash.
The changes come as a difficult retail market has forced many retailers to shut stores or declare bankruptcy in the past few years. Among those are brands with a strong presence in malls and following among teens such as True Religion, Rue21 and Aeropostale.
Despite the difficult market, Abercrombie’s design process remains focused on the clothes rather than the finances. It’s focused on making an exceptional product at an exceptional value and offering the ultimate casual luxury brand experience.
