The legendary A&F is planning to raise their prices, upgrade quality and fill its team with the new professionals who have experience in working for such luxury trade mark as Gucci, reports Women’s Wear Daily.

The company that produces shirts and jeans for college students wants to be seen as the leader of retailers for the campus set. The brand is now working to double the prices and reduce promotional sale component of its business. It’s enlarging the Ezra Fitch part of its overall assortment and is planning to focus on such fashion markets as New York, LA, etc. in main cities, EF part will grow from 5% to 10%. For example, the spring catalogue features Ezra Fitch cotton and spandex premium denim with a low rise and boot leg for $148 and Ezra Fitch’s cashmere handcrafted cardigan with rhinestone appliqué and a shrunken fit for $170.

>A&F is also planning to open a 34000-square-foot flagship on Fifth Avenue at 56th Street where previously the Fendi place was located.

Tom Mendenhall, Gucci's worldwide merchandising director, took the position of the senior vice president and general manager with A&F last year.

Another Tom Ford’s Student Gucci’s former financial director Bob Singer, became the A&F chief operating officer in November.

We continue to take this brand upmarket,” the spokesman said. “Clearly, Tom’s understanding of the luxury market is of great value to this business. We continue to push this brand forward in an aspirational sort of way. We think we need to take it upmarket.”