Dive Brief:

• Sales at teen clothing retailer Abercrombie & Fitch have fallen for four straight quarters, with profits markedly shrinking 77% last year.

• CEO Mike Jeffries has come under fire this year from the retailer's investors and is now giving up some of his vision for the company’s stores. Under his influence they have been darkly lit, heavily perfumed, and feature posters of topless young men.

• The retailer is now testing stores that are more brightly lit, with fragrance that is “25% less cloying,” window treatments, and images of teenagers — that actually feature its clothes.

Dive Insight:

Changes at Abercrombie & Fitch are much needed, and are finally arriving, at least in a few test stores. The changes are not all cosmetic; the retailer is also offering more basics like “classic fit” t-shirts, fewer items sporting the Abercrombie & Fitch logo, and partnerships with other companies, like Keds sneakers.