Abercrombie & Fitch is back. Well, at least that's what was discussed on a recent Vox podcast interview with Fast Company staff writer Elizabeth Segran.
Back in '99, Abercrombie & Fitch was the go-to brand for cool teens, but things went south fast due to some seriously problematic behavior. They got slammed for being racist and super exclusive, and by 2016, they were dubbed the most hated retailer. Ouch!
But in 2019, Abercrombie started a low-key comeback, rebranding with a fresh focus on inclusivity. They ditched the old hyper-sexualized vibe, brought in diverse models, expanded their sizes, and introduced sleek, everyday styles perfect for young adults. Instead of a big flashy relaunch, they teamed up with social media influencers to spread the word.
And guess what? It worked! Abercrombie turned things around in a huge way. By 2023, they were the top-performing stock on the S&P index. Now, Abercrombie's back in the game, proving that even the most controversial brands can reinvent themselves with the right moves.
Abercrombie & Fitch | Summer Fall 2024
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