**Ex-CEO Accused, Abercrombie Rebrands**

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Post on Oct 28, 2024

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From Frat-House to Fashion Forward? Abercrombie & Fitch's Rebranding Journey

Remember Abercrombie & Fitch? Back in the day, they were the brand for preppy teens and college kids. Think logo tees, ripped jeans, and a whole lot of that signature scent. But those days are gone, baby, gone! The company’s faced some serious bumps in the road, and it’s trying to reinvent itself as a more inclusive and modern brand.

First, the scandal. In 2014, former CEO Mike Jeffries was accused of creating a culture of discrimination within the company. You know, the whole "good looking people" thing. That, combined with a dwindling customer base and outdated designs, sent Abercrombie on a downward spiral.

So what's the plan? They’re trying to ditch the exclusionary vibe and appeal to a wider audience. Think more diverse models, less focus on the logo, and a whole new focus on sustainability. And they’re not just throwing these changes out there – they’re investing in new stores, new products, and even a new brand identity.

But is it working? Well, it’s still early days. They’ve definitely lost some of that loyal following who clung to the old image. But new customers are starting to come on board, attracted by the new focus on quality and inclusivity.

It’s definitely a risky move for Abercrombie. They’re trying to shed their old image and embrace a more modern world. Whether it’s enough to save the brand remains to be seen, but one thing’s for sure: Abercrombie is definitely trying to get its mojo back.