Sex doesn't always sell — Abercrombie moves toward more wholesome image

August 30, 2016 3:21 PM

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Sex doesn't always sell — Abercrombie moves toward more wholesome image

Abercrombie & Fitch is taking another step further from its sexy, cool-kids-only reputation.

As part of the about-face underway at its namesake label, Abercrombie's designs and marketing will now focus on its shopper's "best self and inner confidence," Chief Merchandising Officer Fran Horowitz said Tuesday.

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