Abercrombie Names J. Crew Veteran as New Marketing Director
April 12 2016 - 10:10AM
Dow Jones News
Abercrombie & Fitch Co. on Tuesday named J. Crew veteran
Ashley Sargent Price creative marketing director as the retailer
aims to reinvent itself after its formula for attracting teens with
logo-emblazoned shirts and sex-tinged marketing faltered.
Ms. Price will oversee marketing for Abercrombie & Fitch,
Abercrombie Kids and Hollister Co., as well as the company's
internal photo studio.
Abercrombie has been updating its merchandise and making its
stores easier to shop in after former CEO Mike Jeffries alienated
shoppers by trying to make the brands too exclusive. Gone are the
shirtless models and overtly sexual advertising. Instead, store
employees are encouraged to interact with customers and have more
flexibility on where to place products depending on what is selling
well.
Last month, the company reported its first same-store sales gain
in more than three years as profit soared 33% in the most recent
quarter, signs that its turnaround is taking hold.
Over the past decade, Ms. Price led creative teams at J. Crew,
crewcuts and Madewell. Previously, she held strategic creative
roles at Anthropologie, Ann Taylor Loft, Gap and Urban
Outfitters.
"Her experience overseeing creative for globally recognized
brands will be valuable for us and she will play a significant role
in evolving our brand positions," said Chief Merchandising Officer
Fran Horowitz.
Abercrombie has yet to name a chief executive. The company has
been run by an office of the chairman, consisting of Executive
Chairman Arthur Martinez, Ms. Horowitz and Jonathan Ramsden, the
chief operating officer, since Mr. Jeffries stepped down in
December 2014.
Shares in the company, which have added 7.9% over the past three
months, were inactive premarket at $28.10.
Write to Anne Steele at Anne.Steele@wsj.com
(END) Dow Jones Newswires
April 12, 2016 09:55 ET (13:55 GMT)
Copyright (c) 2016 Dow Jones & Company, Inc.
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