May
22
Abercrombie Minimizes Logos, Embraces Social Media
Posted in: Uncategorized
After years of resisting pressure to ditch Abercrombie & Fitch Co.’s outdated strategy, CEO Mike Jeffries is relenting.
In a rare interview last month at the teen chain’s wooded campus in New Albany, Ohio, Mr. Jeffries made a point of showing he listens to his lieutenants. He and his team described plans to appeal to a new generation of teens by toning down the stores’ nightclub vibe, minimizing the chain’s signature logos and enlisting so-called Instagram kids in marketing.
“This company is very sound,” said Mr. Jeffries, who at 69 affects a youthful demeanor and was wearing a striped Abercrombie button-down, jeans rolled at the ankle and flip flops. “Its customer is changing, and we’re ready to change with her and him.”
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