Lesson #713

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How ‘America’s most hated retailer’ turned itself around

Abercrombie & Fitch store in Hong Kong

Wpcpey; CC BY-SA 4.0 via Wikimedia Commons

September 26, 2024:

For a generation of Americans, the brand Abercrombie & Fitch was synonymous with overpriced, exclusive clothing for teenagers (and a highly sexualized staff and brand). It fell out of favor when the public mood turned against that kind of marketing. But against all odds, the company has turned its image around and is now a darling of the mall (and Wall Street).

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