For years, Abercrombie & Fitch was known for polo shirts, blouses, skirts, hoodies, and pants that sported large A&F logos. These days the company is going incognito. Instead of large logos the brand is nearly unrecognizable.
Recent ads posted by Abercrombie feature sexy models, but now they are wearing clothes that are completely devoid of the company’s famous namesake.
The company says it will rely on “timeless collections” that deliver the type of clothing customers want without relying on a brand recognition strategy.
On Tuesday, the company shared an Instagram post that shows some of its new lineup sans logo.
Some analysts have complained that Abercrombie & Fitch has gone too generic with its new look. Investors fear that the company needs to stand out more among a crowded clothing retailer space.
Abercrombie & Fitch’s same-store sales fell 8% and total sales dropped 14% in Q2 2015.