Abercrombie to Remove Logos From Most Clothing
Teens Have Shown a Preference for Unmarked Gear
by Suzanne Kapner and Erin McCarthy August 29, 2014
…. The teen retailer that built a lucrative business selling A&F emblazoned T-shirts and hoodies at premium prices is going to be logo-free in North America come spring.
The move follows a change in teen behavior that caught Abercrombie & Fitch Co. on the wrong side of a trend. Teens who once sought brand names have shifted to cheaper, unmarked gear that they can use to put together their own individual styles.
…. Once considered must-have items, products bearing logos have been broadly relegated to the discount bin as consumers clamor for merchandise that relies more on design details like ruffles or trim.