Abercrombie & Fitch is taking another step further from its sexy, cool-kids-only reputation.
As part of the about-face underway at its namesake label, Abercrombie's designs and marketing will now focus on its shopper's "best self and inner confidence," Chief Merchandising Officer Fran Horowitz said Tuesday.
That's a marked shift from the brand's heyday in the 1990s, when the label defined itself through overtly sexy imagery and said its clothes were meant exclusively for the popular crowd.
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The marketing change comes as Abercrombie is in the midst of reworking its assortment to cater toward 20-something shoppers who are chasing well-made yet affordable clothing, in an attempt to recapture market share it has lost to fast-fashion and other retailers.
"Image is less important than character," Horowitz told analysts.
Abercrombie has gradually been leaving its bad boy (and girl) reputation in the dust, including last year's decision to stop using shirtless models in its marketing. The brand is also reworking its aesthetic, by channeling a "casual luxury" vibe.