The Abercrombie & Fitch logo has lost the power it once wielded, so the struggling teen retailer plans to strip off the once-prized logo from its clothing. Shares tumbled Thursday after it ...

Abercrombie & Fitch is shedding its traditional logo-focused apparel. That logo, and the clothes it was affixed to, made the brand one of the most sought-after among teens in the past two decades.

Abercrombie tried to scrub its image of the Jefferies era. Soon after he left, brand said it would stop “sexualized marketing.” It overhauled its marketing, stripped the old moose logo from ...

While the logos do still exist to some extent ... and practicality over 'cool' brand names. Hollister, one of Abercrombie's brands, has gained some traction from its antibullying campaign launched ...

Abercrombie & Fitch ("A&F") has been a ... The lesson for marketers generally is the same: Your brand isn’t your logo, but rather the latter is a reflection of the former, and your brand is ...

Abercrombie & Fitch Co. has been downsizing its selection of apparel featuring its brand logos in favor of more stylish non-logo clothing for months. It’s both an acknowledgement that its once ...

The abercrombie kids brand is an extension of the Abercrombie ... Absolutely. While reduced logo contributed to the comp sales decline for the quarter, it was somewhat less than expected.

Abercrombie & Fitch has turned itself around to become the darling of millennial women and Wall Street.

The Abercrombie brand, once an easy cultural punching bag ... Because without the logo, what exactly are we buying? The day after my trip to Easton, I head to Abercrombie’s Columbus headquarters ...

Today, Abercrombie’s stores are lighter than they once were and its clothes are looser. The brand has become known for its (logo-less) basics, loungewear and jackets. Instead of trying to dress ...