American retailer Abercrombie & Fitch reinvents its fashion line to include teenagers and young adults in a bid to upscale its sales, business news says on Sunday.
For many years since its launch to the public, A&F caters to young consumers, providing casual wear with logos that rule many markets. But in the new designs, Abercrombie will attempt to introduce classic designs excluding its logo.
“It is part of wanting to separate the brands more, take Abercrombie to more of a premium, with Hollister as more fast-fashion,” Chief Operating Officer and Chief Financial Officer Jonathan Ramsden was quoted by Business Insider.
“It is an opportunity to connect Abercrombie & Fitch with its heritage and move it up in demographic,” Ramsden quipped, hinting that the brand will do more than relying on trends. The company will also provide a “timeless style” without the sexy ads A&F has been associated with for a few decades.
Also according to Business Insider, A&F’s makeover came after a survey by Taking Stock With Teens revealed there is a rapid change in the “young consumers’ mentalities.”
“For the first time in history, teens are spending as much on food as they are on clothing, according to the analysts at Piper Jaffray. This trend is fueled by trendy coffee drinks at Starbucks, the top food retailer among the demographic,” Business Insider reports.