In order to win back their waning customer base, teen-apparel retailer

Abercrombie & Fitch is attempting to transform its current brand image.


Last November the American fashion retailer announced plans to expand its womenswear size range, introduce a wider variety of womenswear tops and add footwear lines. Now the teen fashion retailer is taking things step further and changing its store concept.

During an interview with Business of Fashion, Abercrombie & Fitch's CEO Mike Jeffries revealed plans to renew its current store image, in a bid to combat declining sales figures.

The teen fashion retailer aims to lower the volume of its music, increase in store lightening and open its stores blinds to let daylight into its retail locations, to give its shops less of a club-like atmosphere. A&F also plans on using less heavy perfume in store and providing shirts for its famous six pack store greeters.

The fashion retailer will continue to diversify its apparel range. Looser fitting t-shirts will also be introduced to the menswear line and for the first time in the company's history new garments will be available in the color black. Abercrombie & Fitch is currently testing its new concept in a number of stores, before it aims on rolling out the changes to all its retail locations.

Abercrombie & Fitch will also focus on international expansion, while cutting down on the number of stores in the US. The teen retailer closed 62 US stores last year, and aims to close as many as 70 this year, according to Bloomberg.

However A&F plans on opening 16 new stores this year, in order to ensure that international sales account for half of the company's total sales.