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Abercrombie & Fitch Drops Logo

  • Forbes, Wednesday, September 3, 2014 8 AM

Abercrombie & Fitch, with 843 stores in the U.S. and 163 stores elsewhere, will drop identifying marks in U.S. stores with the spring 2015 season. Contributor Walter Loeb sees it as a big mistake. "I think that this is a very radical decision for a company who has made a significant investment in its logo over many years.  The Moose was A&F’s version of Ralph Lauren’s Polo Pony. Customers liked the identifying mark."

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