Abercrombie is desperate to prove it's not just for teens anymore

Business Insider | 7/12/2018 | Mary Hanbury
maddyb7 (Posted by) Level 3
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Abercrombie & Fitch has been working hard to execute a turnaround— it's investing in stores, improving its product assortment, and working on its marketing strategy.

This week, it announced it would be partnering with sbe, a hotel and lifestyle chain, to launch pop-ups in its hotels and offer A&F Club members benefits at these locations.

Retailer - Efforts - Image - Retailer - Appeal

The retailer is doubling down on its efforts to shed its image of being a teen retailer and appeal to the millennial consumer who might stay in these hotels.

Abercrombie & Fitch is doing everything it can to shed its teen image.

Retailer - Midst - Turnaround - Effort - CEO

The retailer is in the midst of a major turnaround effort led by CEO Fran Horowitz, who took the helm in 2017.

It's turned up the lights in its stores, ditched its shirtless models, and traded overly sexualized ads for wholesome, outdoorsy images in an effort to appeal to the trendy millennial consumer.

Company - Efforts - Customers - Places - Spread

The company is continuing to ramp up its efforts to reach these customers in other places and spread awareness about its new image.

This week, it announced it would be partnering with hotel and lifestyle chain sbe, which operates trendy hotel brands such as the SLS Hotel & Residences, Delano,...
(Excerpt) Read more at: Business Insider
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