12min chapter

Plain English cover image

Somehow, Abercrombie & Fitch is popular again (Take it easy)

Plain English

CHAPTER

The Transformation of Abercrombie & Fitch: From Exclusion to Inclusion

This chapter explores Abercrombie & Fitch's transformation from a historic outdoor retailer to a controversial teen brand, examining its marketing strategies and public backlash. It highlights the company's rebranding efforts in the late 2010s, aimed at appealing to a more mature and diverse customer base.

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