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In an effort to reinvent itself, Abercrombie & Fitch is ditching its once popular logo and trading it in for more classic designs  tailored to adults.

As they continue to see sales fall among teen shoppers, Abercrombie & Fitch is strategically posting their new clothes on Instagram, hoping to regain their popularity with teens as well as attract millennial customers in their 20’s and beyond.

As a part of this new transition, Abercrombie & Fitch is utilizing Instagram as their main tool for communicating with their audience. They have officially ditched their notoriously sexy ads and have replaced them with clean-cut lifestyle images. Their Instagram feed now features their new, timeless styles and is very clearly geared toward reaching the teens and millennial audience who love these types of fashion-forward, aspirational images.

Abercrombie & Fitch is smart to focus on Instagram in their reinvention efforts because teens and millennials often begin their shopping experience by browsing Instagram for the latest fashion trends and inspiration. Although Abercrombie & Fitch has made a move in the right direction toward their styles and Instagram content, they still may run into an issue with sales as teens and millennials tend to value inexpensive fashion over pricier items.