"So when Abercrombie CEO Fran Horowitz, previously president of A&F's sister brand Hollister, went about repairing the parent company in 2017, she had her work cut out for her. As detailed in a Fortune feature in 2022, she dropped her predecessors' command-and-control way of managing the company in favor of letting the rank and file have more input. She raised the quality of the clothing and, crucially, decided to eschew chasing trends."
"Horowitz's strategy has worked. A&F's sales nearly doubled to $2.6 billion between 2019 and 2024; Hollister, which had also struggled, boomed too. Keeping that upward momentum is Horowitz's big challenge. One tactic she's employed is seeking out new partnerships. This summer, Abercrombie Kids started selling its clothing at Macy's department stores. Separately, the National Football League chose Abercrombie & Fitch to be its first ever fashion partner with the retailer carrying merchandise such as mesh t-shirts and half-zip sweaters."
Abercrombie & Fitch lost appeal after highly sexualized marketing and leadership's disdain toward shoppers led to a crash a decade ago. Fran Horowitz became CEO in 2017 and shifted away from command-and-control management, increased employee input, raised clothing quality, and stopped chasing trends. The company refocused on being a long-lasting lifestyle brand rather than an ephemeral 'cool' label. The strategy produced results: A&F's sales nearly doubled to $2.6 billion between 2019 and 2024, Hollister rebounded, and combined sales will top $5 billion. Horowitz pursues growth through partnerships, including Abercrombie Kids at Macy's and an NFL fashion partnership.
Read at Fortune
Unable to calculate read time
Collection
[
|
...
]