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Somehow, Abercrombie & Fitch is popular again (Take it easy)
Sep 26, 2024
Abercrombie & Fitch has made a surprising comeback, shifting from a symbol of exclusivity to a mall favorite. The podcast explores its controversial history, including past marketing backlash and recent rebranding efforts aimed at inclusivity. The discussion also highlights the phrase 'take it easy,' explaining its meanings and everyday usage. Tune in to learn how a brand can reinvent itself and pick up some useful English expressions along the way.
23:19
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Quick takeaways
- Abercrombie & Fitch successfully transformed its brand image by shifting focus from exclusivity to inclusivity and quality wardrobe essentials.
- The company's resurgence highlights the importance of adapting marketing strategies to align with evolving public sentiments and consumer expectations.
Deep dives
Abercrombie and Fitch's Historical Background and Image
Founded in 1892, Abercrombie and Fitch originally catered to the outdoor sporting goods market, attracting notable clientele like Ernest Hemingway and Theodore Roosevelt. However, by the 1970s, the company experienced a decline, eventually leading to bankruptcy. After being acquired, it repositioned itself as a high-priced, exclusive clothing brand targeting popular teenagers in the 1990s and early 2000s. This exclusivity was reinforced by marketing strategies that favored good-looking individuals, creating an environment where only a select demographic felt they belonged.
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Listen to the best highlights from the podcasts you love and dive into the full episode