The New A&F—Tamer and Cooler
Company: Abercrombie & Fitch
Service: The new A&F—tamer and cooler
What It Is: Starting in 2014 when the fashion giant said it was moving away from logos, Abercrombie has undertaken a massive shift away from the exclusionary, hyper-sexed icon of yesteryear. Thanks to tamer ad campaigns, “timeless” product lines, and brighter, friendlier stores that no lon…