Dive Brief:

• Abercrombie & Fitch will remake its Hollister brand as a fast-fashion retailer to better compete with the likes of H&M and Forever 21, two retailers that have seen success among the teen set.

• In the change, the company will lower prices and smooth out its supply chain.

• Abercrombie & Fitch is searching for a new president, someone with fast-fashion experience, the New Albany, Ohio company said.

Dive Insight:

This move to revamp the surfer brand Hollister is the latest in Abercrombie & Fitch’s efforts to save itself. The company has recently made changes to mix up its merchandise and pricing, something it has hired First Insight Inc. to help with. Many observers are pretty down on the company, which has struggled with poor sales as it loses its luster with teenage customers, with no help from CEO’s Mike Jeffries’ somewhat arrogant views of some of them. Jeffries was recently demoted, and many expect him to leave after his contract is up. But in the meantime, the retailer is wasting no time working to regain its footing.