Report: Abercrombie to rebrand Hollister as fast-fashion chain

New Albany, Ohio – Abercrombie & Fitch is reportedly planning to rebrand its Hollister banner as a fast-fashion retailer. According to the Wall Street Journal, this would entail lowering the prices of merchandise and creating a nimbler, U.S.-based supply chain.



Fast-fashion retailers aim at providing the latest apparel styles favored by teens, requiring quick supply chain turnaround and teen-friendly pricing. Abercrombie executives told the Wall Street Journal the company is working with West Coast-based supply chain vendors to develop a faster supply chain and also are seeking anew Hollister president with fast fashion experience. Abercrombie also reportedly believes all of its retail banners could benefit from a faster supply chain.