Abercrombie & Fitch’s dimly lit stores used to rake in $4.5 billion in sales a year. Its logo-covered designs and sexy branding defined “cool” for a generation of teens and tweens. But starting in 2013, its sales tanked and by 2016, Abercrombie closed more than 270 stores. Here’s what happened.
A previous version of this story incorrectly stated that Abercrombie’s clothing no longer featured logos. Insider regrets the error.
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The Rise and Fall Of Abercrombie & Fitch