Take a walk down memory lane and Google your favorite store from the dark times people like to call middle school.
Perhaps you enjoyed what the majority did, and you will search for the beloved brands Abercrombie & Fitch, Coach or any other brand that was generous with flashy monograms or labels.
However, as you click the link, you may find yourself wondering if this is the right URL.
But yes, you are on the website of a clothing store that has shifted its entire image drastically since the last time you stepped foot inside their doors.
Let’s start with the crème de la crème of middle school couture from the early 2000s, Abercrombie & Fitch.
Many 13-year-olds got glossy-eyed when they passed the overwhelming stench of cologne and the mysterious draw of dimly-lit mannequins decked out in garments with at least one signature moose embroidered somewhere on each.
It was an unspoken mark of coolness to be spotted wearing the coveted moose, but as time passed, the allure of wearing this iconic symbol faded and even became a moment in history on which people reflect as a sad time for fashion choices.
Many seemed to forget about this brand in high school, and by college, most people were more likely to say, “Abercrombie and what?” But looking at this site now, students will be shocked by the glorious comeback this blast from the past has managed to pull off.
From the affordable faux leather biker jacket to the ‘70s-esque gray faux suede wrap-around skirt, you’ll find that Abercrombie & Fitch has changed quite a bit.
In fact, as you browse through the content on their site, you have to search quite intently to find that famous moose.
Next is the handbag wcompany that stole the hearts of 15-year-old girls across the nation: Coach.
Young fashionistas would walk with an extra skip in their step as they strutted around the mall or to the movies with a tiny purse covered in the iconic monogrammed C’s.
However, in time, ladies switched out the bright pink satchels for more understated leather handbags.
Coach seems to have changed as well, with oversized leather totes to carry our every need. While the brand still carries bold shades, there are plenty of neutral tones to satisfy the requirements for a more mature, everyday purse.
As we have grown older, we have taken our shopping elsewhere, and it’s as if we have forgotten that these stores are still around. It’s hard to believe they’ve come to be so different than what we remember.
If you’re wondering why these brands decided to make such radical changes in their products and overall image, the answer is closer than you think.
No company wants to redesign completely the type of products it creates, but if we pull out a timeline of how millennials’ tastes in fashion have changed over time, the difference is major.
Looking around campus, people of our generation no longer search for the “it” item or brand to flaunt status, but instead find self-confidence in clothing that makes them feel different.
We’ve changed from a time where people liked to fall in line and wear the same items as the person sitting next to them. Now being the first to try something new usually follows with praise and admiration.
These companies are following our cues to keep up with this radically evolving taste, because in the end, it isn’t the brands that are changing, it’s us.
