“Separate the brands”
Abercrombie wants to adapt its image so that it may appeal to people who have already left school, in an attempt to steer the brand into the right direction again. Abercrombie is currently not performing as well with teenagers, a similar trend sister brand Hollister also has to deal with.
To change things around, new collections, changed marketing and reformed prices will be introduced, according to COO Jonathan Ramsden. “It’s part of wanting to separate the brands more, take Abercrombie to more of a premium, with Hollister as more fast- fashion,” he said.
The company stated earlier to move Hollister more into H&M’s direction: a brand that uses lower prices and quick-moving collections to attract customers with smaller budgets. Hollister had been more expensive than its direct competitors and kept using collections for a longer time up until then.
