Abercrombie & Fitch, the mother brand of Hollister and Gilly hicks, have decided to drop their logo. Abercrombie is known to be for the preppy teens and targeting the more luxurious ones. Jeffries, the C.E.O in 2006, said that “in every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends.” This attitude backfired against Abercrombie when people could no longer afford to shop at the store.

The moose label was displayed on every item of clothing showing people where someone just shopped. But now everything has changed. The once famous store that everyone wanted to shop at has become the most ‘hated’ brand due to the overpriced items. Abercrombie & Fitch has decided to take a turn towards stores like Forever 21 and H&M, who follow the trends while staying at reasonable prices. Teen retailers ‘love’ the fact that it cut costs while following popular trends and due to the dropping of the moose label, stocks have increased 22%n since early august.

Alyssa Steg, a senior, commented that, “the new Abercrombie is better because you don’t have to worry about the gaudy moose being all over the clothes, and it’s cheaper!” While many people like that the popular store is now cheaper and somewhat different, others don’t like it. Danielle Uphoff, a senior said that “The new Abercrombie is less expensive but I can still find cheaper more fashion forward clothes at Forever 21.” Change is always good, but once something is no longer popular, people lose interest. Abercrombie & Fitch stuck to certain kinds of styles such as polo’s and khakis but now just started to follow the lead of other more popular stores. Maybe change is what they needed but if they don’t change something, then Abercrombie & Fitch will be just a thing in the past.