One retail analyst thinks that a massive brand revamp isn’t enough to bring Abercrombie back. Selling an image of aspirational hotness and effortless wealth simply doesn’t connect for the current crop of teens. Industry analyst Robin Lewis told Racked that she doesn’t think that the brand will last unless it takes the refresh even further and changes its name entirely.
Abercrombie had a very specific image during the Jeffries era that its clothing selection and hiring decisions reflected. Clothing in certain colors wasn’t available, namely black. There’s a new person at the head of each of Abercrombie’s brands, and the first collections of clothes under their supervision will hit stores in a few months.