Abercrombie & Fitch is in re-branding mode and is really, really trying hard to win back some customers. For years it has described itself as “sexy” with references to “East Coast traditions and Ivy League heritage.” But new filings show that it's switching up its message.

Found in the mall brand’s quarterly findings is a different verbiage where A&F is now touting itself as the “the next generation of effortless All-American style.” The retailer is toning down the sex message and focused on spreading its “laidback sophistication.”

Here’s there new message:

“The essence of laidback sophistication with an element of simplicity, A&F sets the standard for great taste. From classic campus experiences to collecting moments while traveling, A&F brings stories of adventure and discovery to life. Confident and engaging, the Abercrombie & Fitch legacy is rooted in a heritage of quality craftsmanship and focused on a future of creative ambition."

 In the past it was singing an entirely different tune, more along the lines of:

“Rooted in East Coast traditions and Ivy League heritage, Abercrombie & Fitch is the essence of privilege and casual luxury. The Adirondacks supply a clean inspiration to this preppy, youthful All-American lifestyle. A combination of classic and sexy creates a charged atmosphere that is confident and just a bit provocative. Idolized and respected, Abercrombie & Fitch is timeless and always cool.”

With earnings steadily in decline we can see why A&F is making moves to re-brand. Cutting back on cologne sprays and finally selling clothes in the color black are just some parts of the initiative. That said, A&F's previous items were nothing close to “Ivy League heritage” so it'll be interesting to see if it can deliver products more in tune with its new message. Also, CEO Michael Jefferies’ leadership is still in question. We’ll just have to wait and see what will come of the changes. 

[Buzzfeed via Jezebel]