Once a teenager's favorite Abercrombie / Fitch (A&F), written in Times in 2000, "A&F" is fast in schools all over the United States.

Medium ".

Wearing A&F is still a very exciting thing for young people. Our Taobao is also keen to sell genuine A&F, and big brands and logo are everywhere.

However, since the fast rising fashion brand with low price and fast following trend in 2009, the traditional youth clothing represented by A&F is facing a crisis.

{page_break}

At the same time, A&F used naked male mold marketing; CEO Mike Jeffries declined to sell big size costumes and "not to sell fat women" all kinds of extreme statements; suspected only recruited model shop assistants were investigated by human rights organizations; tens of thousands of employees sued for compulsory deduction of wages to buy clothing in the shop for work clothes.

A series of negative reports were frequent and bombarded by the media.

Today's A&F same store sales have declined for 13 consecutive quarters, closing many stores and making big losses.

But now the brand seems to be ready for a big change.

First of all, from the establishment of a good image, Mike Jeffries left last year. This year, the company has thoroughly revised the strict salesmen policy, and some loose rules have been retained. Bloomberg said, "they still can't make up or wear too much exaggerated jewelry, but the rules are mild."

In June, according to New York Times, Katia Kuethe, the former creative director of Lucky, will be A&F's new creative director.

The magazine of shopping and beauty has given Katia a wealth of business and attention to young people's experience. Before Lucky, she also served as senior creative director of Kate Spade.

In July, a new sports leisure series was released. There was no logo, no sexy advertisements, and a comfortable sports style. A&F said that he wanted to design some classic outdated ones.

The reaction is not bad. Many people in social media begin to talk about new products of A&F.

In August, management changed blood, hiring Aaron Levine from Ralph Lauren and Kristina Szasz from PVH to be A&F's design director for men and women respectively.

Kristina Szasz has designed cowboy series for Tommy Hilfiger and Karl Lagerfeld.

And A&F announced the same store in the quarter.

Down 4%, much lower than 8% in the previous quarter, and the share price soared by 12%.

COO and CFO (chief operations and chief financial officer) Jonathan Ramsden said its Abercrombie brand will focus more on quality products, while its other lower priced sub card Hollister will be positioned in a fast fashion.