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Abercrombie & Fitch's Attempts to Rebrand Have Totally Backfired
By: Business Insider
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The year is 1999. The summer is rolling into fall and Labor Day weekend is spent shopping for last-minute back-to-school clothes. Teen girls, in particular, are flocking to one store. After all, the LFO hit "Summer Girls"is playing non-stop on the radio, and its lyrics ("I like girls that wear Abercrombie & Fitch") solidify the chain's status as the hottest teen retailer of the day.

Flash forward 17 years and Abercrombie has all but lost its luster. Same-store sales have been falling for years. In its latest earnings call with investors this week, the company announced plans to close about 60 stores, signaling that its attempt to save the brand has pretty much failed. 

Abercrombie has been trying to save itself around for a while now, reinventing its image and as a result becoming totally unrecognizable to the generation of kids who grew up shopping there in the late '90s and early aughts. The goal was to appeal to older shoppers — 18 to 25 year olds, not teens. 

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This article originall appeared on BI, and a link to the original can be found at the end. www.businessinsider.com
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