Abercrombie Ad - H 2015
REX USAIt’s been a whirlwind of a year for Abercrombie & Fitch and its sister brand, Hollister, following the dismissal of controversial CEO Mike Jefferies. Since then, the company has been on a mission to revamp its image in an effort to return to its glory days at the top of the mall food chain.
The turnaround effort, which included an updated in-store experience (e.g., more light, less deafening music) and the end of the brand’s signature “sexualized marketing,” now includes a change-up of its executive roster, too.
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On Tuesday, WWD announced that Abercrombie & Fitch president Christos Angelides would be stepping down from his post and that Hollister president Fran Horowitz will be promoted to a newly created role as president and chief merchandising officer of the two brands, effective immediately. Horowitz will report to executive chairman Arthur C. Martinez. The company stated that it will also name new presidents for its brands, both of whom will report to Horowitz.
In her new role, Horowitz will be responsible “for all customer-facing activities across the company’s brands,” Martinez said in a statement. If the company’s sales — which vastly improved in the third quarter — are any indication, it looks like the retailer’s new marketing and customer-focused strategies might finally be paying off.
