We visited Abercrombie's store to see just how much the brand has changed here's what we found4/28/2018
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We visited Abercrombie's store to see just how much the brand has changed — here's what we found https://ift.tt/2vPlOYi Business Insider/Mary Hanbury
Abercrombie's CEO Fran Horowitz had a strong message for Wall Street at the company's investor day this week: "we are not the Abercrombie & Fitch that you once knew," she said, according to The Street. The retailer has been working hard to shake off its '90s reputation of having oversexualized ad campaigns and dimly lit stores where the air is thick with the smell of cologne. “Our stores were notoriously dark and very intimidating," Horowitz told The Street on Wednesday. Horowitz, formerly chief merchandising officer who took over as CEO in February 2017, has executed a turnaround for the company by investing in stores, closing unprofitable locations, improving product assortment, and working on its marketing strategy. And it seems to be paying off. In the fourth quarter of 2017, the brand reported an impressive 5% increase in same-store sales numbers. In the previous quarter, the parent company, which also owns the Hollister brand and Abercrombie Kids, reported positive same-store sales growth for the first time in six years. Its stores are at the forefront of its turnaround effort. We visited one of its Manhattan locations to see how much it has changed: We headed to an Abercrombie store in lower Manhattan on a sunny Thursday afternoon.Business Insider/Mary HanburyThis is one of only two stores in the city. The second is located in Midtown. From the outside, the store looks dark and it's hard to see in. We approached with caution, remembering its dimly lit stores of the past.Business Insider/Mary HanburyInstantly, we can see its oversexualized ads have been toned down and there are no topless models to greet customers. Instinct tells us to recoil a little as we open the door. But we are pleased to find that there is no booming music and only a faint whiff of cologne.Business Insider/Mary HanburyOn the first impression, the store appeared to be well organized. See the rest of the story at Business Insider See Also:
Business via Business Insider https://ift.tt/eKERsB April 28, 2018 at 08:03AM
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