Behind Abercrombie & Fitch Co’s record results lies a decade-long reinvention
Inside Retail
MAY 29, 2024
However, in the mid-2010s, the brand’s image shifted from “cool kid” to “mean girl” as consumers began to distance themselves from its discriminatory hiring practices and limited product offerings and turned towards brands that were more welcoming and trendy. A lot of people don’t belong [in our clothes], and they can’t belong.
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