Today, Explained How Abercrombie made a comeback
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Nov 29, 2024 
Elizabeth Segran, a senior staff writer at Fast Company, unpacks Abercrombie & Fitch's impressive comeback. She discusses how the brand has transformed from its controversial past to embrace inclusivity and diversity in its marketing strategies. Segran highlights the shift to appeal to a younger demographic and the importance of influencer partnerships. Listeners will find insights into the brand's evolution and the strategic pivots that have fueled its resurgence in the ever-changing fashion landscape.
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First Impressions
- Elizabeth Segran's first Abercrombie experience was in a U.S. mall around 2001-2002.
- She was struck by the strong cologne, shirtless models, and aloof, attractive staff.
Abercrombie's Transformation
- Abercrombie & Fitch, founded 130 years ago, transformed from an outdoor clothing brand to a hyper-sexualized teen brand.
- This shift was orchestrated by CEO Michael Jeffries, who targeted "cool kids" and emphasized exclusivity.
Racist T-Shirt Incident
- Abercrombie's racist history includes a 2002 t-shirt with an offensive slogan about Chinese people.
- A class action lawsuit followed, alleging discriminatory hiring practices based on race.