updated - November 21, 2019 Thursday EST
Abercrombie & Fitch Co. has announced in a press release that Fran Horowitz, the president of its Hollister brands, has been promoted to president and chief merchandising officer, a newly created position.
The creation of the new position and Horowitz appointment is part of the company's efforts to make its apparel more appealing to teen shoppers.
Abercrombie said that Horowitz will have responsibility for all of the company's brands in the newly created position.
She will be reporting to Arthur C. Martinez, the company's executive chairman.
Martinez said that Horowitz's skills and leadership provided inspiration to the company's associates to focus their efforts on an "intense understanding and commitment" to the company's customers that turned Hollister brand around.
"This promotion provides Fran the opportunity to play an even greater role in our future success as we focus on building shareholder value by positioning each of our brands for sustainable growth," he said.
Reuters said that Horowitz's promotion comes four months after Abercrombie said that it hired designers and executives from top brands.
The company has hired designers and executives from brands such as Ralph Lauren, Karl Lagerfeld and Tommy Hilfiger.
Abercrombie's total sales have been falling for nearly three years due to the intense competition from "fast fashion" retailers.
The company has struggled against retailers such as H&M, Inditex's Zara, and Forever 21.
Horowitz took over the Hollister brand in October 2014 and returned it to comparable sales growth in the third quarter of this year.
The Hollister brand has been in decline for more than two years prior to its sales growth.
Prior to joining Abercrombie, Horowitz held the position Brand President from Ann Taylor Loft.
She also worked at Express Inc. for nearly eight years, rising to the position of executive vice president of Women's Merchandising and Design.
Horowitz appointment at Abercrombie is effective immediately.
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