The logo age is over, and it's making the ex-brand-of-the-moment Abercrombie & Fitch change its entire marketing plan.
During the back-to-school season, the teen-focused brand cut the amount of logos on its clothing in half, and it plans to have them almost completely eliminated by the spring.
"In the spring season, we're looking to take the North American logo business to practically nothing," Chief Executive Mike Jeffries said on a conference call to investors, as The Wall Street Journal reports.
The company had a 6-percent sales drop in the past year, according to Forbes.
The company also seems to be struggling as teens are moving towards stores such as H&M and Forever 21 which sell unbranded fashion trends at a much lower price that allows wearers to put together their own unique looks.
A&F is also ditching its club-like store atmosphere by brightening the lights and ditching the models at the door, says Forbes.
