Abercrombie & Fitch has experienced its fair share of controversy and drop in sales for many reasons, especially those regarding the brand's inability to move with the constantly changing fashion landscape. The brand's Fall 2016 clothing collection offers a shift away from the brand's previous static styles.
The collection was headed by Kristina Szasz, who previously worked for Tommy Hilfiger and Karl Lagerfeld. It shows a unique, updated version of the Americana style that Ambercrombie & Fitch is known for. With primarily neutral colors, the brand offers a more sophisticated and subtle interpretation of the basics, denims and sweaters it is known for.
By finally caving in and deciding to adapt to the needs and desires of the consumers it targets, Abercrombie & Fitch has shown the importance in reworking and rebranding in keeping up with the marketplace.