Two new brand presidents were recently appointed – Christos Angelides is leading the Abercrombie brand including Abercrombie & Fitch as well as Abercrombie kids stores, and Fran Horowitz is leading Hollister. These two executives have made important strides moving the organization beyond the ego-centric regime of former CEO Mike Jeffries. It will take time, but they are working hard to give each brand a distinct identity. Having said that, Arthur Martinez, the company's Chairman, sees a turn-around in the dynamics unfolding for the fall 2015 season. The brand positioning will key off of the historic brand characteristics, i.e., Hollister reflects a casual Southern California lifestyle, while Abercrombie's look is more sophisticated. Signaling a change is underway, the window shades on some of the Abercrombie and Hollister stores have been removed dispelling the mystery by allowing people to see what is in the stores. That is a sound decision.