Abercrombie & Fitch announced its latest hire on Tuesday: Ashley Sargent Price has been named creative director of marketing. She replaces Katia Kuethe, a former creative director at Lucky, who was hired to the position in June but departed by the end of the year. Price spent the past decade at J.Crew as the company's senior vice president of brand creative. She previously held creative stints at Urban Outfitters, Anthropologie, Ann Taylor, Loft and the Gap.
Price will report to Fran Horowitz, who was promoted to president and chief merchandising officer of the company in December. Price's duties are similar to her ones at J.Crew, where she lead the creative teams behind J.Crew, Madewell and Crewcuts. At Abercrombie, she will oversee the creative marketing of each of Abercrombie's brands — including Abercrombie & Fitch, Hollister Co. and Abercrombie Kids — as well as marketing operations and the company's in-house photo studio.
"I am grateful for the opportunity to continue pushing these iconic brands forward," said Price in a statement. "It is a great time to be a part of the company and I look forward to working closely with the team to develop engaging content and unique brand experiences for our global consumer."
It does indeed sound like a good time to come on board with Abercrombie. The company experienced its first signs of revenue growth since 2012 during the fourth quarter of fiscal 2015. But it's still a slow and steady process: Abercrombie continues to revamp its image into something more original among struggling teen retail competitors, while also trying to tug at the heartstrings (and wallets) of those nostalgic for the old Abercrombie & Fitch.
But a slew of senior hires, including a menswear designer from Club Monaco and a womenswear designer from Karl Lagerfeld, show promising signs for a new era of Abercrombie & Fitch. Customers will start to see these brand changes in stores later the year, so stay tuned.
Homepage image: Abercrombie & Fitch spring 2016 campaign image. Photo: Abercrombie & Fitch