Reuters reports that weakened sales and a change in clothing preferences led the company to change its steadfast practice of slapping a super sized logo on everything.
“In the spring season we are looking to take the North American logo business to practically nothing,” Chief Executive Mike Jeffries said on a sales call.
It appears the move is being made to better compete with trendier items from less expensive chains like Forever 21 and Zara.
Phasing out the logo-heavy merchandise “is a good strategy and consistent in where consumer interest lies but it is not going to be enough to entirely turn sales,” research analyst Liz Dunn tells Reuters.
This wouldn’t be the first major change for the retailer this year. The company expanded its merchandise offerings to include larger sizes after CEO Jeffries suggested Abercrombie’s clothes aren’t meant for the “not-so-cool kids,” which was his way of referring to people who aren’t skinny.