Abercrombie & Fitch is known for their preppy styles that dominate the younger market targeting mostly teens, but they are looking to change their style to gain more attention from older shoppers. CEO Fran Horowitz reveals the changes in the retailer during their investor day on Wednesday.

This clothing brand is working to change their image to gauge an older audience, targeting teens less. They are implementing changes including investing in stores, improving their product assortment, and working on its marketing strategy. They are partnering with the hotel and lifestyle chain SBE to help change their image.

They also are changing their classic advertisements of shirtless male models that we’re overtly sexualized for more outdoor images in their ad campaign. In 2017 A&F appointed Fran Horowitz as CEO and is behind the major turnaround to transform the $5 billion business. They will be investing in successful stores while closing unprofitable locations.

A&F reveals their strategy to keep up with the popularity of Amazon by featuring their product on other websites through wholesale deals including ESOS.com and Alibaba. They are also looking into expanding brand reach outside of malls which comprise of many A&F store locations. They are also changing their clothing styles to broaden their market, including a gender-neutral collection they released in January.

This is the beginning of a whole new Abercrombie & Fitch and to see more of the changes the retailer is making, check out the videos above.