Abercrombie Hopes These New Hires Will Change Things Up

Abercrombie & Fitch is struggling. Over the past year or so the brand has had to admit, not only to themselves but to investors and the public that sales aren’t doing well; the ball has been dropped. Pointing to consumer trends that see younger generations clamoring for fast fashion, labeless retailers like H&M and Zara, top brass at the company have caused for a change.

Amongst the changes the brand vowed to scale back their large scale logos, drop the sex, introduce the color black into collections and start looking more like their better faring contemporaries. But apparently those weren’t the only changes in mind; this week the company has made a few key hires.

When Aaron Levine left Club Monaco, #menswear bros everywhere wondered where he would land. Hello new A&F head of men’s design. The position will likely feel familiar to Levine as he held the same post at Club Monaco but we have to wonder what he’s going to do. Yes Club Monaco also stocked henley and tees like Abercrombie & Fitch but are we to expect the teen railer to now start hawking some deftly designed blazers. Well if they are looking at Zara and H&M, it sounds like a good move.

And while they haven’t yet named a new head of womenswear, isn’t as buzzy a name(Lisa Lowman from Lucky Brand jeans) from the sinking ship that is Lucky Magazine, the snatched up Katia Kuethe as the creative director of Marketing. Previously, she was at Kate Spade.

It’s quite a little grouping they’ve got going there and one can only think things are about to get a lot better. Take a look through at some of the pieces the brand has in stock now that we would mind buying.

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