Watch out collegiettes, those pre-teen memories of searching for branded t-shirts, logo covered sweatpants and plenty of ripped jeans in dim and noisy atmospheres has come to an end. Abercrombie & Fitch has finally decided to make some changes to its outdated image. The retailer, along with its partner store Hollister and Co., recently announced that it will no longer be manufacturing tees and other apparel with its once coveted logo. Due to plummeting nationwide sales, the era of the moose is coming to a close.
Why the drop in sales? It’s no surprise that fashion trends have simply outgrown Abercrombie and Hollister’s typical attire. Teens that were once concerned with the advertisement of their clothing purchases are now ditching these items for simpler staples that can coordinate with vast wardrobes. According to the Chicago Tribune, competitors such as Forever 21 and H&M have been capturing the teen market with cheaper and more diverse options.
In response, Abercrombie has attempted to create a fresh new look. After decades of churning out endless amounts of navy and gray, Abercrombie has recently introduced the color black into upcoming lines. Hollister has done away with its recognizable beach house storefront, and window displays are receiving makeovers as well. And yes, after endless complaints and jokes about the perpetual darkness, stores are even turning on the lights.
Could these changes be an attempt to improve Abercrombie’s declining reputation due to debated clothing sizes and exclusivity? In 2006, controversy sparked after CEO Mike Jeffries described the target demographic that his stores catered to. “We go after the cool kids,” Jeffries said. “A lot of people don’t belong, and they can’t belong. Are we exclusionary? Absolutely.” Jeffries issued an apology for these statements about seven years later, but many skeptics found his words insincere.
Today, Abercrombie is reversing this image with new investments dedicated to anti-bullying in their “Are you an Ally?” campaign. In lieu of those branded shirts, Abercrombie has released a series of graphic tees embellished with positive messages such as “Stay Strong” and “Be Yourself.” According to Teen Vogue, all proceeds will be going to the non-profit organization “No Bully,” that educates students about bullying and harassment solutions.
What seems like the firm’s first socially responsible expenditure is going one step further. Abercrombie teamed up with Pretty Little Liars’ star Lucy Hale to produce a twenty-minute video that addresses school violence, victimization, and harassment. The video will be distributed to thousands of middle and high schools nationwide to foster healthy relationships and self-confidence among Abercrombie’s most targetable age ranges.
If this is just the beginning of the company’s changes, A&F might be heading towards a bright future. Positive feedback has been received for their rebranding efforts, and an increase in profits may be foreseeable. But the real question still remains: what will happen to all those large scale photographs of chiseled abs and underwear?!