Inside Abercrombie and Fitch’s comeback

Abercrombie & Fitch has transformed itself from a dying mall brand right into a Wall Street darling after spending years revamping its product assortment, overhauling its supply chain and rebranding as an inclusive retailer. 

Shares of the apparel company have surged during the last yr because it posted quarter after quarter of sales growth and profits that consistently topped Wall Street’s expectations. 

Under the direction of CEO Fran Horowitz, Abercrombie has turn into one in all the most important winners in retail, but its turnaround was years within the making and removed from an overnight success. 

Over the past seven years, Horowitz modified Abercrombie’s product assortment and moved the corporate away from loud branding and sex appeal, critical components of the retailer’s past playbook. 

She also overhauled the retailer’s store footprint by closing a whole bunch of locations and changing the shops to look more modern, inviting and higher suited to its recent goal customer. 

Perhaps most significantly, Abercrombie rebranded itself right into a more equitable retailer after it earned a popularity for racism, toxicity and exclusivity. 

To learn more about Abercrombie’s comeback and what’s ahead for the retailer after a yr of meteoric growth, try the video above.