Abercrombie & Fitch After years of revamping its product assortment, overhauling its supply chain and rebranding as an inclusive retailer, the company has transformed from a moribund mall brand into a Wall Street darling.
The apparel company’s shares have surged last year as its sales growth and profits continued to beat Wall Street expectations.
Abercrombie has become one of the biggest winners in retail under the leadership of Chief Executive Fran Horowitz, but the transformation has been years in the making and is far from overnight.
Over the past seven years, Horowitz has transformed Abercrombie’s product offerings, moving the company away from loud brands and sex appeal that were key components of the retailer’s past strategy.
She also closed hundreds of stores and overhauled the retailer’s store layout to make them look more modern, attractive and better suited to new target customers.
Perhaps most importantly, Abercrombie is repositioning itself as a fairer retailer after earning a reputation for racism, toxicity and exclusivity.
To learn more about Abercrombie’s comeback and what’s ahead for the retailer after a year of breakneck growth, watch the video above.
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