Abercrombie Names J. Crew Veteran as New Marketing Director

Abercrombie & Fitch Co. on Tuesday named J. Crew veteran Ashley Sargent Price creative marketing director as the retailer aims to reinvent itself after its formula for attracting teens with logo-emblazoned shirts and sex-tinged marketing faltered.

Ms. Price will oversee marketing for Abercrombie & Fitch, Abercrombie Kids and Hollister Co., as well as the company's internal photo studio.

Abercrombie has been updating its merchandise and making its stores easier to shop in after former CEO Mike Jeffries alienated shoppers by trying to make the brands too exclusive. Gone are the shirtless models and overtly sexual advertising. Instead, store employees are encouraged to interact with customers and have more flexibility on where to place products depending on what is selling well.

Last month, the company reported its first same-store sales gain in more than three years as profit soared 33% in the most recent quarter, signs that its turnaround is taking hold.

Over the past decade, Ms. Price led creative teams at J. Crew, crewcuts and Madewell. Previously, she held strategic creative roles at Anthropologie, Ann Taylor Loft, Gap and Urban Outfitters.

"Her experience overseeing creative for globally recognized brands will be valuable for us and she will play a significant role in evolving our brand positions," said Chief Merchandising Officer Fran Horowitz.

Abercrombie has yet to name a chief executive. The company has been run by an office of the chairman, consisting of Executive Chairman Arthur Martinez, Ms. Horowitz and Jonathan Ramsden, the chief operating officer, since Mr. Jeffries stepped down in December 2014.

Shares in the company, which have added 7.9% over the past three months, were inactive premarket at $28.10.

Write to Anne Steele at [e-mail]

(END) Dow Jones Newswires

April 12, 2016 09:55 ET (13:55 GMT)

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