How Abercrombie Pulled Off One Of Retail’s Biggest Comebacks

[stewie_e]

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A follow up to a 2019 post: The Rise and Fall of AbercrombieOver the last decade, Abercrombie & Fitch pulled off one of retail’s greatest comebacks, transforming from a dying mall brand into a Wall Street darling. Its stock surged 24% on May 29th after reporting yet another strong quarter. But the turnaround didn’t happen overnight. Watch the

Comments

[squirrels_oh_no]

Gen Z is obsessed with circa 2000 fashion, it makes sense.

[lovepollution]

Yep, they got incredibly lucky that the kind of tacky, logo stuff they always made has come back into fashion.

[britneyspears]

but they don't sell that stuff anymore

[lovepollution]

It appears I am officially an out-of-touch Millennial lol

[until_you_leave]

from what i understand (didn't read the post/watch the video ofc lol), they've done a complete 180 with their stuff, and are following more modern trends (marketing shows diversity in race/ethnicity and size). also they're targeting the adult women the old brand was targeting when they were teens which is risky considering many still hold the perception of them being exclusionary but they're trying HARD to get this age demographic on their side again

[cbluechicken]

somebody pointed out in a video that it's really y2k celebrity fashion, which is a completely different thing than most of us growing up in that era were wearing. I see some of these fashion girlies (who look amazing) but they are dressed like a pop star headed to an award show, not a suburban popular girl in Pennsylvania.