A brief comment from RetailWire (posted in late April) about the likelihood that marketing changes at Abercrombie and Fitch will drive sales:
It’s hard to have a crystal ball about the future of A&F, but clearly the company needed a sharp change in direction in order to recapture lost market share. The over-the-top edginess of the ads and the hiring practices both outlasted their usefulness as brand positioning tools. And, more importantly, the A&F product development model (making big bets on trends and using long-leadtime sourcing) lost significant ground to Forever 21 and other “fast fashion” competitors.
Yes, the new marketing and hiring will help A&F but it really comes down to the relevance of the merchandise content.