The teen retailer that built a lucrative business selling A&F emblazoned T-shirts and hoodies at premium prices is going to be logo-free in North America come spring.
The move follows a change in teen behavior that caught Abercrombie & Fitch Co. on the wrong side of a trend. Teens who once sought brand names have shifted to cheaper, unmarked gear that they can use to put together their own individual styles.
The change has undermined Abercrombie's pricing power and hurt its sales. As a result, it is moving aggressively to new styles.(more)
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