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Abercrombie & Fitch’s Rebranding Efforts Fall

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Coresight Research

Key Points

  • Abercrombie & Fitch revamped its brand to give itself a makeover after years of struggle.
  • In August of 2015, the company hired top designers to turn around the brand’s name.
  • While Abercrombie & Fitch’s efforts to rebrand are apparent, with some new, updated styles and an improved in-store experience, the brand appears to have missed the mark.
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