A New Era for Abercrombie & Fitch
Abercrombie & Fitch has transformed from a dying mall brand into a Wall Street darling. This turnaround came after years of revamping its product assortment, overhauling its supply chain, and rebranding as an inclusive retailer. The apparel company’s shares have surged over the last year, reflecting consistent sales growth and profits that have exceeded Wall Street’s expectations.
The Vision of Fran Horowitz
Under the direction of CEO Fran Horowitz, Abercrombie has become one of the biggest winners in retail. However, its resurgence was not an overnight success but the result of sustained effort over several years. Horowitz remarked, “Changing our product assortment and moving away from loud branding and sex appeal was crucial to our transformation.”
Modernizing the Stores
An essential part of Abercrombie’s change was the renovation of its stores. Over the last seven years, the company closed hundreds of locations and redesigned its stores to be more modern, inviting, and better suited to its new target customer. “The stores are now more welcoming and better reflect our new identity,” Horowitz explained.
Commitment to Inclusivity
Perhaps the most significant change was Abercrombie’s rebranding towards a more equitable approach. The company had earned a reputation for racism, toxicity, and exclusivity. Horowitz stated, “Reforming our image and committing to inclusivity has been a cornerstone in our path to renewal.”
A Bright Future
The resurgence of Abercrombie & Fitch is evident not only in its financial success but also in its public acceptance and perception. With a renewed strategy and a commitment to equity, the company is well-positioned to continue thriving in a competitive market.
