Retail sales rose 0.6% in September, which was in line with expectations. This marked the highest increase in three months.

This highly anticipated data release is important as consumers are the biggest driver of US GDP. Consumer spending, which accounts for more than two-thirds of GDP, has been helped by gradually rising wages. This is encouraging amid the weak business investment cycle as seen in durable goods numbers.

But when it comes to individual names, there is still a world of pain as many companies try to contend with changing shopping dynamics—notably the shift to online retail. While major department stores like Macy’s (M) and Nordstrom (JWN), along with specialty retailers like Gap Stores (GPS), have somewhat stabilized, same-store sales remain in the red and promotional activity remains aggressive.

One of the groups most under pressure? Teen retailers, which reflect most significantly quick-changing fashion preferences, given their younger customer base. And one name in particular trying to boost traffic and turn around trends is none other than Abercrombie & Fitch (ANF), once a pop culture iconic brand.

Abercrombie woes

On Thursday, Abercrombie & Fitch rolled out a new ad campaign. The teen retailer is trying on a new message that focuses on being positive and inclusive. Maybe it’s part of a broader reaction to Donald Trump.

However, it may be too little, too late. After all, it’s been two years since former CEO Mike Jeffries stepped down as CEO in December 2014. Jeffries became CEO in 1992 and had been credited with the company’s focus on the appeal of exclusivity (and racy catalogs).

He said things like, “we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong, and they can’t belong.” Or “I don’t want our core customers to see people who aren’t as hot as them wearing our clothing.” Or “I think that what we represent sexually is healthy. It’s playful. It’s not dark. It’s not degrading.”

The promise for a new image hasn’t followed through to investors. The stock is down over 40% over the past two years.

And the company’s new advertising campaign may be too little, too late, according to analysts.

“This new brand position is the product of an 18-month effort to create a brand identity that communicates our focus on our customers’ needs and aspirations,” said Abercrombie CMO Fran Horowitz in the company’s press release on Thursday. “Rather than buying clothes that symbolize membership in an exclusive group, today’s consumer celebrates individuality and uniqueness. Our new brand reflects that confidence and independence of spirit as well as our own dedication to a more diverse and inclusive culture.”