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Fast Company's senior fashion writer Elizabeth Segran discusses Abercrombie & Fitch's resurgence, highlighting its rebranding efforts towards inclusivity, diversity, and functionality. The podcast explores the brand's history, controversial marketing strategies, and successful comeback by focusing on quality, fit, and targeting a specific audience.
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Quick takeaways
- Abercrombie rebranded to target young adults, embracing diversity and inclusivity in marketing.
- Strategic rebranding efforts led to financial growth, aligning with current consumer preferences.
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The Rise and Fall of Abercrombie and Fitch
Abercrombie and Fitch, a brand synonymous with American teenage culture in the late 1990s, underwent a dramatic transformation driven by CEO Michael Jeffries. The brand's focus on exclusivity, hyper-sexualization, and preppy clothing catered to a specific segment of physically fit, predominantly white teenagers. However, Abercrombie faced severe backlash for its racist and discriminatory practices, leading to lawsuits and controversies that tarnished its image and revenue.
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