New Albany, Ohio – Abercrombie & Fitch Co. reportedly plans to shift its marketing and merchandising focus from teens to college students. According to Bloomberg, Abercrombie executives said they will shift marketing, assortments and pricing to appeal to the collegiate market.
Abercrombie investor Engaged Capital has been publicly pressuring the company to change its strategy to improve performance. The retailer recently reported its fourth straight quarter of falling sales. The company also recently announced it will shift its Hollister banner to a fast fashion brand, and told Bloomberg these moves will allow Abercrombie & Fitch to be perceived as its premium brand.