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Abercrombie & Fitch’s has launched new stores to show off their image makeover.

Feb 07 2017

Abercrombie & Fitch’s has launched new stores to show off their image makeover. The retailer is opening a “warm, inviting, inclusive, and open” concept in Ohio that represents their “new vision of the brand”—ditching the low-lighting and strong scents. The store, made up of marble and wood, is brighter, smells of a “lighter, cleaner, gender-neutral fragrance,” and will feature fitting rooms with large suites where friends can show each other clothes, control the lights and music, and charge their phones. (Racked