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Abercrombie & Fitch, rudderless teen retailer, has decided to remove its distinctive logo in an attempt to court a new generation of less-brand-obsessed youngsters. "In the spring season, we're looking to take the North American logo business to practically nothing," said CEO Mike Jeffries on a conference call while discussing company's sad quarterly earnings, which were down 6%.
Jeffries said that Abercrombie has cut down on the amount of clothing with logos by 50% and is also trying to speed up its supply chain to keep up with trends. Meanwhile, other A&F trademarks hang in the balance, such as hunky shirtless men standing guard outside stores and the wafting, overpowering scent of A&F perfume.
· Abercrombie to Remove Logos From Most Clothing [WSJ]
· Can Once-Mighty Teen Retailer Aeropostale Save Itself? [Racked]
· Abercrombie Wants You to Know They Follow Trends Now [Racked]