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Mark Ritson: Abercrombie & Fitch’s revival will be due to brand revitalisation, not brand repositioning

Mark Ritson

You will recall the rather sad story of Abercrombie & Fitch. The once all-powerful fashion retailer declined as a result of ageing customers, bizarre management edicts and over exposure. The company has endured 11 consecutive quarters of declining sales and, in perhaps the most painful blow yet, recently recorded the lowest ever score on the annual […]