According to Business Insider, Abercrombie & Fitch are changing the image of their brand and it seems to be working. The brand got rid of the low lights, the racy ads and spaces filled with cologne and have more “outdoorsy” images. According to Business Insider, these changes came after CEO Fran Horowitz took over in February 2017. The company even returned to positive same-store sales numbers in the fourth quarter of 2017. Data from research firm YouGov shows that consumers above the age of 18 are enjoying the brand’s new image.