Abercrombie and Fitch was one of the most popular retail stores among middle school to high school students throughout the early to mid 2000’s. Young girls and boys were obsessed with having Abercrombie written all over their clothing or the moose logo making its mark on their outfit. However, that phase has been pushed out, and the younger generation has stepped away from this dominant branding, becoming more fashion forward. Abercrombie and Fitch has suffered in their sales because they haven’t been changing with their customers.
Back in 2014 Abercrombie and Fitch decided to finally ditch the logo and started selling sweatshirts and t-shirts that have no logo stitched into the fabric. Over the past summer the company decided to also relaunch their Jeans with a new look and overall new logo.
According to Rittenhouse, the reason behind this change is because “the brand’s primary consumers, aged 21 to 24, are undergoing a transformative period in their lives—beginning their careers, entering relationships and moving out of their childhood homes—and they wanted to be a part of it.” Finally, Abercrombie and Fitch has begun to change with their customers and all of their life experiences, creating a new experience for themselves.
Take a look at a few of their new jeans:
Women’s High-Rise Ankle Jeans come in five different styles and retail for $46.80. They fit right in with the current trend of frayed ankle jeans. You will notice in the pictures below the stitching on the pant pocket is removed and the tag is completely black with a small A+F symbol.
Women’s Embroidered High-Rise Girlfriend Jeans come in 5 different styles and retail for $52.80. These jeans have beautifully stitched flower details and are priced reasonably to accommodate younger women.
To check out more of their merchandise visit their main web page: https://www.abercrombie.com/shop/us