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A New Look for Abercrombie & Fitch?

Abercrombie & Fitch is switching directions as it tries to attract customers that it has previously been unable to reach. The move is certainly an attempt to separate from the departed boss Michael Jeffries who actually said, “We hire good looking people in our stores… and we don’t market to anyone other than that.”

Fran Horowitz was appointed earlier this year as the chief executive in his place and said that the change is a “chance to move off some of the misnomers of the brand.”

The company is trying to move away from its All-American look to a more vintage style of clothing with flannel shirts and knits. We will see if it takes off and makes a difference.