Abercrombie & Fitch clears Instagram to reintroduce itself

As part of a massive rebrand, Abercrombie & Fitch has wiped clean its Instagram account.

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“This is a good play by Abercrombie,” said Brandwatch CMO Will McInnes. “Sales have been slumping and it would foolish to rebrand without its social accounts following suit.”
The brand did have to make drastic moves. Amid continued slumping sales — from $4.1 billion in 2012 to $3.7 billion last year — falling foot-traffic in malls, and changing shopping habits of millennials, the brand is hoping to reposition itself to be relevant again. The rebrand also comes under the guidance of Abercrombie & Fitch’s first creative director of marketing ever, Ashley Sargent Price.
http://www.glossy.co/digital-luxury/abercrombie-fitch-clears-instagram-to-reintroduce-itself