Abercrombie & Fitch has shed its perfume-filled mall stores, shirtless models and logo sweatshirts to win over Millennials and Gen Z. It’s working. Abercrombie (ANF) said Monday that its women ...

The Abercrombie & Fitch logo has lost the power it once wielded. SAN FRANCISCO, CA - FEBRUARY 22: A woman stand near an Abercrombie and Fitch store on February 22, 2013 in San Francisco, California.

Abercrombie & Fitch is shedding its traditional logo-focused apparel. That logo, and the clothes it was affixed to, made the brand one of the most sought-after among teens in the past two decades.

Abercrombie & Fitch is shedding its traditional logo-focused apparel. That logo, and the clothes it was affixed to, made the brand one of the most sought-after among teens in the past two decades.

Abercrombie closed 52 U.S. stores last year and plans to close 60 more in 2015. As of Jan. 31, it had 799 stores in the United States and 170 outside the country.