How Abercrombie made a comeback
Today, Explained
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Reviving Abercrombie: A Brand Transformation
This chapter examines Abercrombie and Fitch's revival since 2019 under new leadership, showcasing their shift from a teen-focused brand to appealing to early twenty-somethings with a diverse representation. It highlights the brand's strategic pivot towards timeless, quality fashion and influencer partnerships, resulting in impressive growth and a successful market turnaround.
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