Abercrombie & Fitch has changed. But do consumers realize it?

From new store prototypes to merchandise changes, Abercrombie & Fitch has been investing in efforts to transform and update its namesake and Hollister brands.



Unfortunately, getting consumers to change their ideas regarding the brands is not proving all that easy, according to Columbus Business First.



“We’ve moved on. I don’t think the world has,” said executive chairman Arthur Martinez with regards to consumer perceptions of the company’s brands, particularly Abercrombie.



This fall, the company will launch an advertising campaign to establish its new brand positioning and rev up its efforts on social media and in other channels, the report said.



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