Abercrombie & Fitch has spent millions on making over its image ' and it looks like it's finally paying off (ANF)

After years of struggling, Abercrombie & Fitch reportedpositive sales growth at its namesake brand in the fourth quarter of 2017.This growth was driven by greater investment in stores, marketing, and omnichannel experiences.We compared our experience of shopping online at Abercrombie in May 2017 versus today.Abercrombie& Fitch is on its way to becoming cool again.Abercrombie & Fitch, which also owns successful sister brand Hollister, reported positive same-store sales growth for the first time in six yearsduring the third quarter of 2017. While this 4% increasewasthanks to strong growth at Hollister, the Abercrombie brand itself showed signs of improvement.During thefourth quarter of 2017, Abercrombie finally had its comeback, reporting an impressive 5% increase in same-store sales.On Thursday, credit-ratings agency Moody's raised its rating for the company."The upgrade reflects the 2017 recovery in both the Hollister and Abercrombie brands and Moody's expectationthat operating performance will remain solid," Moody's wrote in a note to clients.Abercrombie has been working hard to execute a comeback byinvesting in stores, closing unprofitable locations, improving its product assortment, and working on its marketing strategy.In the past, it was accused of losing relevance with customers who grew tired of oversexualizedads and shopping in its nearly pitch-black stores with booming music and air that was thick with the smell of cologne.In May 2017,Business Insider's Kate Taylor checked out the experience of shopping online at Abercrombie. We compared that to the shopping experience now that its sales are on the upswing:SEE ALSO:Abercrombie & Fitch is closing 60 stores this yearBack in May, discounts were the flavor of the month. Almost every item on the website was posted with a 40% to 60% discount.One skirt was being sold for $10, an 80% discount off its original price. Heavy discounting usually signals that a retailer is looking to get rid of excess inventory.The price point on dresses and jumpsuits today is similar to what we saw in May 2017, but there's considerably less clothing on sale.See the rest of the story at Business Insider
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