Abercrombie & Fitch Hires Club Monaco's Vice President Of Men's Design In An Attempt To Become Trendy Again
Abercrombie & Fitch has been on a slow decline for years as teenagers have moved on to slightly more progressive brands like Urban Outfitters and H&M. However, it looks like Abercrombie is trying to turn things around. According to Fashionista, Abercrombie & Fitch just hired a new men's designer, specifically Aaron Levine who was formerly Club Monaco's vice president of men's design.
Under Levine's direction, Club Monaco was able to establish itself as a go-to establishment for menswear, even getting standalone stores and a spot with Mr. Porter. Levine formerly worked for Jake Spade, the menswear equivalent of Kate Spade Saturday, and Rogues Gallery.
This new hire is coming in conjunction with Abercrombie's decision to rebrand all of its stores with a much needed refresh, including brighter lighting, no shirtless models and a subtler use of perfume. Levine is being brought in to turn around the brand in an even more dramatic way, as Abercrombie is trying to become competitive with fast-fashion retailers. It will be interesting if Levine's experience will be able to change the perception of Abercrombie & Fitch from an uncouth teenage brand to a fashion-forward retailer.