Abercrombie & Fitch has spent millions on making over its image - and it looks like it's finally paying off
Back in May, discounts were the flavor of the month. Almost every item on the website was posted with a 40% to 60% discount.
One skirt was being sold for $10, an 80% discount off its original price. Heavy discounting usually signals that a retailer is looking to get rid of excess inventory.
The price point on dresses and jumpsuits today is similar to what we saw in May 2017, but there's considerably less clothing on sale.
CEO Fran Horowitz told Business Insider that its denim business was one of its most successful sections in 2017. While the price point is certainly higher than fast-fashion competitors such as Zara, the store is offering 50% off if you purchase a second pair.
In 2014, Abercrombie's former CEO, Mike Jeffries, initiated a move to ditch the brand's signature logo from clothing. Despite this, the store still has a section online dedicated to logos. However, it feels infinitely more subtle than before.
The really loud logos have been relegated to the clearance section.
As part of its makeover, Abercrombie has ditched its shirtless male models ...
... and is instead opting for a more down-to-earth look.
In its ads today, the chiseled torsos have been replaced with rugged, vintage shots.
There's definitely more of a focus on an outdoorsy lifestyle, experiences, and travel. In several shots on its Facebook page, you'll find models trudging through snow or trekking through the woods.
The new stores are designed to have more of a boutique feel with a shop-in-shop fragrance section, larger fitting rooms, and "order online collect in-store" offerings.
"We still think the store has a role in the future of retail," Joanne Crevoiserat, chief operating officer at Abercrombie & Fitch, told Business Insider.
"We want to make sure the customer is served where they are," she said.
Its kid's section also had a makeover. In January, the brand launched a collection of gender-neutral clothing. The new collection marked an important turning point for the chain as it looks to be more inclusive and relevant in its clothing offerings.
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