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In early March, Abercrombie announced that both its A&F and Hollister brands would take a more fast fashion direction and drop the "exclusive" kick they've been on since the late '90s—all in an effort to win back the teen market that it once dominated.
The first step was to let the fashion media inside by staging its first ever press preview. Press previews, where members of the fashion community come, see and internalize the brand's direction that season, are pretty standard for most labels. So the fact that this is the first ever is mindblowing.
One brand spokesman told WWD that part of the purpose of opening the gates was that "the perception of the clothes we carry is very different from the clothes we actually carry. We've gotten much more on trend, and people don't know that. A big part of that is for the media to come out and see that. In the past, we haven't been as open with providing samples and working with the magazines." They did have a model in Birkenstocks so they are trying.
· Abercrombie & Fitch and Hollister Hold First Press Day [WWD]
· Abercrombie to Make Hollister Even More Fast Fashion [Racked]
· Abercrombie & Fitch Will Offer Plus-Size This Spring [Racked]