Teen apparel retailer Abercrombie & Fitch Co., which is struggling and on a look out for a permanent CEO has hired designers and executives from Ralph Lauren, Tommy Hilfiger and Karl Lagerfeld. New team will have to figure out – ‘what A&F should be and who the customer is’. New team includes Aaron Levine from Ralph Lauren, Kristina Szasz from PVH Corp, Kurt Hoffman from Club Monaco, Monica Margerum from Kohl’s Corp and Amy Sveda from Carter’s Inc.
The brand is facing tough competition from H&M, Zara and Forever 21 and analysts feel that it is good that the company is taking right steps for the betterment but accepts that it would take time for the new team to give good results.
