How Abercrombie Pulled Off One Of Retail’s Biggest Comebacks

The people that wore Abercrombie at its peak are all now in their mid/late 30's to early 40's.

I hadn't been to an Abercrombie & fitch store since mid 2000's until 2022. I realized the whole brand changed. It is definitely not the same store. Ditching over-branding was the play.

I recently visited an A&F store and was surprised at how much it had changed. Not only were the styles more adult, but the staff was friendly and welcoming. Their trousers fit beautifully and the clothes in general are more work-friendly.

it’s because they started making stuff that’s actually stylish

I stopped at an A&F on impulse one day at the mall and I was blown away, this has become the place that I almost exclusively shop for clothes now. I’m a short guy and I have NEVER been able to find jeans, button ups and t-shirts that fit me so well. I love the quality of the materials and construction of the clothes is so well done, its nice to be able to wash a piece of clothing multiple times and not have it be ruined after 1-2 washed (H&M, Zara). It’s definitely on the pricier side of clothing retailers but it is well worth the price. I’d rather spend more on less clothes that are very stylish, feel more timeless and are good quality.

I think part of their success in recent years is they've become a less expensive alternative to trendy, influencer-driven stores like Aritzia and Everlane, that are known for their decent quality and more tailored, minimalist looks. They have a lot of similar apparel, particularly their cotton T-shirts and trousers. A&F also still has A+ denim that rivals premium brands like Agolde or Citizens of Humanity in quality and style, but for a way lower price point.

It’s kinda comical that the CEO shows up on the interview not wearing her own brand of clothes, but Chanel 😅

The move away from giant logos is great. Minimal is the trend now.

Current A&F is the one of the few brands that has petite sizing, stylish clothing for pretty good quality at reasonable prices. I’m a millennial that prefers more modest clothing that consists of more natural fibers and A&F is one of the few brands that actually deliver this. Other brands like Zara have clothes made of polyester. I’d rather pay the $40 extra dollars for cotton or linen.

A&F used to remind me of Rainforest cafe in the mall. I went in there recently though and was pleasantly surprised at how much I liked their graphic tees and the quality and price. They completely revamped their company and presentation

They made clothes in all shapes and sizes that people actually wanna buy. Saved you 10 minutes.

9 times out of 10 I would avoid products promoted by influencers

Do the stores still smell like they bathed all the clothes in cologne?

I bought ANF stock in 2022 at a cost basis of $15 and sold most of it at a 50% gain. I saw a potential rebound to $75 in my thesis but never imagined this performance. Fran is going a great job.

Their designs became more mature, and their quality stayed while keeping prices reasonable. The new aesthetic of Abercrombie is akin to brands like ALD, Kithx etc which allows them to capture a market share of those that want that aesthetic but don't want to or can't afford ALD, Kith, etc. Very smart move imo and exactly what is in in fashion right now.

I’m a millennial and I shop at A&F because they make quality clothes that are on trend that FIT. I’m a short king and they’re one of the only accessible brands that sell clothes that fit me well. The price is also right. They have online sales often making their prices competitive to retailers like Zara but with far better quality. This video is on point. Their current success is knowing how to make a good product.

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Great to hear! I used to love A&F in college. With the decline of brick & mortar retailers of late, I was hoping they wouldn’t fall victim. Weird to think that my two kids can soon sport their clothing, as can I

I never wore Abercrombie in high school but now being in my 30s I LOVE it, easily one of my favorite brands because the FABRICS are so incredibly soft. And good quality. When you wash the shirts, jeans, and crew necks, the fabric is still just as soft!

The Seattle store in the thumbnail of this video no longer exists, lol