Abercrombie & Fitch Has Gone Incognito

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.

Abercrombie Ditches Logo on Clothes

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.

Abercrombie and Fitch


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.

Written by Peter Mondrose

Peter Mondrose

Peter Mondrose is the Editor-In-Chief at BusinessPundit. He received his degree in Economics in 1998 and a second degree in Journalism in 2004. He has served as a financial adviser, market trader, and freelance journalist for the last 11 years. When he's not investigating market conditions and reporting on workplace news, he can be found traveling with his wife, dog, and laptop. He can be reached at PeterMondrose@BusinessPundit.com or (929) 265-0240.