Abercrombie & Fitch's total redesign

CEO Mike Jeffries has made some big changes in Abercrombie & Fitch's image over the past year. The changes have extended from the executive staff and corporation division, down to the look of the stores and the clothing they stock. In fact, Jeffries has since apologized for an incident, now eight years ago, when he said the brand deliberately wanted to exclude some potential customers to keep its "cool" image. Now Jeffries has fought back by appointing a 30 percent female board, taking away logos on clothing and following other apparel makers in creating more trendy garments. Story

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