Today, Explained Abercrombie is back
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Jul 24, 2024 
Elizabeth Segran, a senior fashion writer at Fast Company, discusses Abercrombie & Fitch's surprising renaissance after a tumultuous past. The conversation dives into the brand's transformation from a controversial teen icon to a more inclusive and relevant player in today's fashion scene. Segran highlights their strategic rebranding efforts and shift in marketing to attract a diverse audience. Listeners learn how this iconic brand is adapting to modern values while reclaiming its place in the competitive retail landscape.
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First Impressions
- Elizabeth Segran's first encounter with Abercrombie & Fitch was through LFO's song "Summer Girls".
- Visiting a store, she was struck by the strong cologne, shirtless models, and aloof staff.
Abercrombie's Transformation
- Abercrombie & Fitch, founded 130 years ago, outfitted figures like Amelia Earhart and Teddy Roosevelt.
- The brand's transformation into a hypersexualized, exclusionary image began in the late 80s and early 90s.
Exclusionary Tactics
- Former CEO Mike Jeffries's strategy focused on "cool kids", contributing to the brand's exclusionary image and racist controversies.
- This led to lawsuits and a Supreme Court case loss, damaging the brand's reputation.