Innovation

After ditching sexy ads, Abercrombie & Fitch is looking to the Middle East

abercrombie-and-fitch-surges-after-earnings-beat-expectations

Abercrombie & Fitch has been going through some major remodeling. After years of flagging sales, in 2014 it ousted CEO Mike Jeffries, the man who built the brand into a retail force known for collegiate prep. Last year, the clothing company hired a new designer and turned away from its old marketing track, trading glamour shots of abs and oversexed summer-camp fantasies for a more sophisticated, fully clothed look.

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