Amid slumping sales, retailer Abercrombie & Fitch plans on dropping its logo from its clothes, The Associated Press reports.

Known for stitching its sizable A&F logo into its clothing, Abercrombie & Fitch is making some major adjustments in order to compete with retailers such as Forever 21 and H&M.

Instead of filling its racks with logo-plastered clothes, Abercrombie & Fitch will focus on clothes without logos, hoping to regain its ranking among favorite mall retailers (in the early 2000’s a teen survey found it to be the sixth most popular clothing brand).

Abercrombie & Fitch CEO Mike Jeffries said the following in a statement accompanying the retailer’s second quarter results:

“In the past quarter, we believe we have made great progress in evolving the fashion component of our assortment, and this progress is clearly evident in our Back-to-School presentation.  In a continued challenging environment, our sales for the second quarter were somewhat below plan, but we have seen modest improvement since the Back-to-School floorset.  We are confident that the evolution of our assortment will drive further improvements going forward, in particular as we move past the headwind of adverse likes in our logo business as we work to strategically reduce that element in our assortment.”

According to Reuters, shares of Abercrombie & Fitch tumbled on Thursday after the retailer reported that sales declined six percent year-over year to $891 million in the second quarter.

Do you still shop at Abercrombie & Fitch? If not, would you consider shopping there after they remove their logos from their clothes? Start a conversation by sharing your thoughts in the comments section.