Abercrombie & Fitch has quietly shifted gears — trading trend-chasing for quality and wider appeal. Curious how a once-controversial brand doubled sales and scored a high-profile NFL partnership? This piece breaks down the strategy, the partnerships, and what it means for the brand’s future.
Turnaround playbook: Fran Horowitz’s shift from trend-chasing to quality and inclusivity
Fran Horowitz took over Abercrombie & Fitch when the brand needed a big change. For years, the company chased fast fashion trends. It also focused on a very specific, often exclusive, image. This approach was not working anymore. Sales were down, and the brand felt out of touch with many shoppers.
Horowitz decided to change direction completely. She moved the brand away from quick trends. Instead, the focus became on making high-quality clothes. These items were designed to last and be more timeless. Think comfortable fabrics and classic styles. This meant less focus on fleeting trends. Instead, the goal was what customers would truly want to wear often.
Embracing a New Vision
A key part of the new plan was inclusivity. The old Abercrombie & Fitch was known for its exclusive vibe. Horowitz worked to make the brand welcoming to everyone. This included showing diverse models in campaigns. It also meant offering a wider range of sizes. The goal was to make all customers feel seen and valued. This shift helped the brand connect with a much broader audience.
The changes under Horowitz paid off. The brand started to see strong sales growth. Customers appreciated the better quality and the more inclusive message. This fresh approach helped Abercrombie & Fitch rebuild its image. It went from a struggling brand to one that felt relevant and modern again. This turnaround showed that focusing on core values works. Meeting customer needs led to great success.
Expansion tactics: partnerships, Macy’s distribution and the strategic NFL collaboration
Abercrombie & Fitch didn’t just change its style; it also changed how it reached customers. The brand started looking for smart ways to grow its business. One big step was forming new partnerships. These deals helped Abercrombie get its clothes in front of more people. It was all about making the brand more accessible and visible.
A key part of this plan was working with other retailers. For example, getting products into Macy’s stores was a huge move. Macy’s is a well-known department store. Selling there meant Abercrombie & Fitch could reach a much wider audience. Many shoppers who might not visit a standalone Abercrombie store would see their clothes at Macy’s. This helped bring in new customers and boost sales.
The NFL Partnership: A Game Changer
Perhaps the most exciting new partnership is with the NFL. This collaboration is a big deal for Abercrombie & Fitch. It allows the brand to create official NFL-licensed apparel. This means fans can buy stylish gear for their favorite teams from Abercrombie. This move helps the brand connect with a whole new group of consumers: sports fans.
The NFL collaboration also helps change the brand’s image. It shows that Abercrombie & Fitch is modern and relevant. It’s no longer just for one type of person. This strategic partnership broadens the brand’s appeal. It helps Abercrombie & Fitch become a lifestyle brand for many different people. These expansion tactics are key to the brand’s continued success and growth.
Fonte: Fortune.com
