This is about the dumbest business move as New Coke. ANF is built on the appeal and look and is an aspirational brand. Changing this up, makes the brand no longer aspirational and no different than anything else out there, with that comes decreased prices, and sales. Before you know it they'll be selling ANF in mass retailers like Costco, further killing the brand. Watch the stock slowly decline and in a few years someone will come back to the old strategy which will take a few years to take hold as they will need to get the demographic back.