Abercrombie & Fitch has been working hard to execute a turnaround — it’s investing in stores, improving its product assortment, and working on its marketing strategy.
This week, it announced it would be partnering with sbe, a hotel and lifestyle chain, to launch pop-ups in its hotels and offer A&F Club members benefits at these locations.
The retailer is doubling down on its efforts to shed its image of being a teen retailer and appeal to the millennial consumer who might stay in these hotels.

Abercrombie & Fitch is doing everything it can to shed its teen image. 

The retailer is in the midst of a major turnaround effort led by CEO Fran Horowitz, who took the helm in 2017.See the rest of the story at Business Insider

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