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Abercrombie & Fitch tried to remake its image - but its website shows everything that's still wrong with the brand

Aug 25, 2024, 19:07 IST
Abercrombie & Fitch/Matt JonesAbercrombie's more laid back, updated look has failed to boost sales at the retailer.Abercrombie & Fitch is in trouble.

The teen retailer is working with an investment bank to find a buyer, according to a Reuters report published on Wednesday.

The company's operating income plummeted to $15.2 million in 2016, down from $72.8 million in 2015, and it is closing dozens of stores in the midst of an effort to revamp its brand.

Abercrombie has struggled to keep up with teen trends in recent years. The company has attempted to modernize with changes such as redesigning stores, ditching its logo-heavy styles, and dropping its super-sexualized advertising.

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However, scrolling through Abercrombie's website reveals that the retailer still has some major problems.

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