How Abercrombie & Fitch Reimagined Its Brand for a New Era
From exclusion to inclusion: Inside the radical reinvention and comeback of Abercrombie & Fitch.
Abercrombie & Fitch’s Radical Reinvention
Once the definitive emblem of elusive cool and “exclusive” American fashion, Abercrombie & Fitch has executed one of the most striking brand turnarounds of the last decade. The company, once notorious for its exclusionary image and notoriety-laced retail experience, has forged a new legacy—anchored in inclusion, sustainability, and a keen responsiveness to contemporary cultural values.
Understanding Abercrombie’s Controversial Past
It’s difficult to overstate the influence Abercrombie & Fitch wielded in early-2000s retail. The brand built its empire on a “cool kids only” ethos: stores perfumed with heady cologne, shirtless models greeting shoppers, and scantily-clad advertising campaigns. But this exclusivity spurred backlash, with allegations of discriminatory hiring and sizing practices, alongside sexualized and homogenized marketing that ignored diversity.
Several high-profile lawsuits and viral public criticisms throughout the 2010s forced Abercrombie & Fitch to confront its reputation crisis. As retail trends shifted and the brand’s aspirational cachet faded, sales plummeted and a once-dominant force seemed destined for obscurity.
New Leadership, New Direction
The company’s turnaround began in earnest with the arrival of Fran Horowitz as CEO. By the early 2020s, Horowitz steered Abercrombie towards reform, beginning with the internal culture: replacing exclusion with authenticity, and fostering two-way communication between the brand and its customers.
- Inclusivity over exclusivity: Abercrombie replaced “look policy” hiring with a focus on diversity.
- Product changes: A major shift toward extended sizing and body-positive fits.
- Visual overhaul: Store layouts and advertising now reflect a wide spectrum of identities.
Inclusivity Takes Center Stage
Perhaps the most visible sign of Abercrombie’s transformation is its embrace of size inclusivity. Once derided for catering only to slender, stereotypical body types, today’s Abercrombie offers:
- Dresses, shirts, and pants in XXS to XXXL for women and men.
- Jeans in waists 23W to 37W, with extra-short, short, regular, and long inseam options.
- The Curve Love collection: jeans engineered for diverse curves and body proportions.
This change extended into the way Abercrombie selects and features models, consciously showcasing people of different sizes, races, and gender expressions, both online and in-store. Abercrombie’s advertising now infuses a genuine celebration of difference, rather than the monotonous aspirational sameness of its past.
Commitment to Sustainability and Quality
Modern-day consumers, particularly Millennials and Gen Z, expect the brands they endorse to meet ethical and sustainable standards. Abercrombie & Fitch responded by:
- Investing in quality: Upgraded denim, meticulous finishes, more durable zippers and buttons.
- Introducing eco-friendly fabrics and launching sustainability initiatives.
- Providing product information online about sourcing and environmental impact, although more detailed disclosures are still emerging.
What others are reading
Abercrombie’s sustainability strategy remains a work in progress, and environmental advocates note the need for a broader, more transparent approach. Still, the company is steadily integrating sustainable practices throughout its product line and corporate culture.
Connecting With New Shoppers: Social Media and Influencer Strategy
The brand’s digital transformation has been central to its comeback. Abercrombie’s marketing employs authenticity and direct communication with its customer base, focusing on platforms with high Gen Z and millennial engagement:
- TikTok and Instagram campaigns featuring influencers of all backgrounds showing how they style Abercrombie’s latest collections.
- Relatable, everyday imagery replaces stylized perfection.
- Substantial increase in reach, with a 1,980% rise in social media engagement between 2018 and 2021.
These efforts have paid off handsomely, with hundreds of millions of TikTok hashtags and a vast new pool of brand loyalists who see themselves reflected in Abercrombie’s story.
Financial Turnaround and Global Strategy
All these initiatives have produced impressive financial results. Recent years have seen Abercrombie & Fitch record:
- $1.1 billion in net sales for Q1 2025, marking an 8% increase year-over-year.
- A 54% sales increase since 2021 and a dramatic stock price recovery.
- Significant revenue gains for the company as a whole, with the Hollister sub-brand leading in sales growth.
Despite some ongoing sales dips in the core Abercrombie brand, the company’s global expansion, especially in kids’ wear through department store partnerships, positions it for further long-term growth. Strategic supply chain refocusing and operational efficiency are priorities, particularly in response to tariffs and broader economic uncertainty.
The New Abercrombie In Stores and Online
Visit an Abercrombie & Fitch store or browse its website today and the differences are unmistakable:
- Welcoming atmospheres with inclusive visual merchandising.
- A broad range of sizes and dedicated sections for Curve Love and extended sizes.
- Fewer logo-centric, ultra-trendy pieces—more wardrobe essentials for diverse lifestyles.
Employees reflect the brand’s new values, offering informed help and genuine engagement with shoppers. This customer-centric focus permeates product design, customer service, and branding alike.
Lessons Learned: Culture, Image, and Connection
The Abercrombie turnaround is not just about sales. It’s about grappling with a culture that promoted elitism, and exchanging it for one rooted in dialogue, respect, and the celebration of authentic individuality. Fran Horowitz, company CEO, makes this mission explicit: “Abercrombie isn’t a brand where you need to fit in—it’s one where everyone truly belongs. We lead with purpose, and that inclusive and equitable spirit is woven throughout all we do.”
The company’s organizational culture now matches its external messaging, informing policies on hiring, marketing, and product development, and influencing retail as a whole to confront its history of exclusivity.
Challenges and Next Steps
Despite substantial progress, Abercrombie & Fitch faces ongoing challenges:
- Maintaining momentum in a competitive fashion landscape dominated by fast fashion and shifting trends.
- Continuing to expand and authentically serve broader audiences while remaining aspirational and desirable.
- Deepening initiatives around sustainability, with greater transparency and measurable targets.
The company’s ability to balance commercial growth, ethical commitments, and cultural evolution will determine whether its reinvention is enduring or simply a trend echo.
Key Milestones in Abercrombie’s Transformation
| Year | Milestone |
|---|---|
| 2013 | Peak revenues, reputation issues hit critical mass |
| 2014-2017 | Leadership overhaul; new policies on hiring and branding |
| 2021 | Official rebrand: focus on inclusivity and sustainability |
| 2022-2025 | Social media success, Curve Love and extended sizes debut, global partnerships launch |
| 2024-2025 | Record sales and global expansion through licensing |
Frequently Asked Questions (FAQs)
What prompted Abercrombie’s rebrand?
Abercrombie & Fitch was compelled to change due to public relations scandals, financial losses, and a cultural shift towards inclusion and body positivity in fashion.
How has Abercrombie improved inclusivity?
The brand now offers extended sizing (up to XXXL and larger waists/inseams), features diverse models, and fosters a welcoming store and workplace atmosphere.
Has Abercrombie’s new identity been financially successful?
Yes. Since 2021, sales have increased by over 50% and the stock price rose dramatically, driven by new product lines, global expansion, and digital marketing.
Is Abercrombie & Fitch committed to sustainability?
The company is making growing efforts toward sustainability, with upgraded materials and eco-conscious product lines. However, more transparency is still sought by some stakeholders.
What makes Abercrombie’s marketing different today?
Abercrombie leverages authentic influencer partnerships, social media campaigns, and customer participation—marking a major departure from its old aspirational model-centric advertising.
Conclusion: Abercrombie’s Second Act
Abercrombie & Fitch’s journey from exclusion and decline to inclusion and cultural resonance stands as a compelling blueprint for legacy brands. By listening, evolving, and owning up to mistakes, Abercrombie has emerged as an emblem of the power of reinvention in fashion and beyond.
References
- https://www.thestreet.com/retail/abercrombie-fitch-closes-deal-for-massive-global-expansion
- https://stockstotrade.com/news/abercrombie-fitch-company-anf-news-2025_07_28/
- https://www.americancentury.com/insights/comeback-kid-the-fall-and-rise-of-abercrombie-and-fitch/
- https://corporate.abercrombie.com/blog/af-co-announces-q2-2025-earnings-results/
- https://corporate.abercrombie.com/sustainability/environmental-impact/abercrombie-fitch-substance-restrictions-2022/
- https://www.just-style.com/news/abercrombie-fitch-fy25-q2/
Similar Articles
Read full bio of Sneha Tete
