Abercrombie & Fitch is struggling and the company is hoping to turn around its fortunes with the help of six new senior hires.
The organization, which also owns the Hollister and Abercrombie kids brands, is facing intense competition from the likes of “fast-fashion” retailers such as Forever 21, Inditex’s Zara and H&M.
The company on Tuesday announced the hiring of designers Aaron Levine from Ralph Lauren and Kristina Szasz from PVH to head design at its A&F mens and womens units, respectively.
Levine joined the team in July and Szasz will take a lead role in September. Szasz served as design director at PVH’s Karl Lagerfeld and Tommy Hilfiger brands in Europe.
Abercrombie & Fitch has experienced nine straight quarters of falling sales and the companys CEO Michael Jeffries stepped down in December 2014.
Also brought in to right the ship are Kurt Hoffman from Club Monaco, Monica Margerum from Kohl’s Corp and Amy Sveda from Carter’s Inc.
Abercrombie & Fitch also hired Stacie Beaver to a new general manager position for A&F womens. Stacie has been with the company for 15 years.
Abercrombie shares have taken a beating over the last year, losing 33 percent of its market valuation.