Can Abercrombie And Fitch Make A Comeback?

  • Am Vor year

    CNBCCNBC

    Abercrombie & Fitch was one of the most popular stores for teens in the early 2000s. But after a couple missteps and controversial remarks from the CEO at the time, the brand image plummeted. Now Abercrombie is trying to catch up with its competitors.

    Abercrombie & Fitch and Hollister were the go-to teen retailer early 2000s, where shoppers would buy the trendiest flannels, tees and jeans.

    But throughout the years, controversies surrounding the company have piled up. In 2013, comments resurfaced from a 2006 Salon article, in which former CEO Mike Jeffries' said the retailer would only sell clothes to attractive people. Abercrombie & Fitch fell to the fourth most popular brand among upper income teens in 2006, 6th in 2009, and fell off the charts after 2014, according to Piper Jaffray.

    Now, the company is staging a turnaround, by transforming its image and ethos. Instead of excluding those who who didn't fit Abercrombie's style, the company has adopted a more inclusive attitude, as consumers continue to value socially conscious brands.

    "We are a very different company than we used to be," Fran Horowitz, who was named CEO in 2017, said in an interview.. "We are a much more inclusive company, we are closer to the customer, we're responding to the customer wants and not what we want them to want."

    In April 2018, Horowitz, laid out a four-prong vision for the company. Her plan includes redesigned stores that are open, a more responsive supply chain, a seamless shopping experience online and off, and boosted loyalty programs. If you haven't been paying attention, the company might be unrecognizable.

    There are signs that consumers are responding well to the changes. In Piper Jaffray surveys, Hollister's popularity among teens has been steadily rising, and was ranked fourth among all clothing brands most recently.

    But in the first quarter of 2019, Hollister reported same-store sales growth of 2%. That missed analyst expectations of a 3.3% growth, sparking a selloff of A&F shares and led investors to worry that momentum and the company's crown jewel was slowing.

    The holiday season may prove to be a pivotal point. If sales at Hollister continue to slow, investors might double down on the belief that the brand is losing steam. If sales accelerate, however, that may indicate Horowitz's initiatives are winning over shoppers - who've decided to give the retailer another chance.

    Abercrombie's stock has grown 36% since Horowitz took over in February 2017, but has also fallen around 22% since January. The company has a market cap of around $971.5 million.

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    Can Abercrombie And Fitch Make A Comeback?

Icy Chemical
Icy Chemical

Poor material used to make these clothes

Vor Tag
benben1
benben1

Aeropostale and Hollister are the best brands next to American Eagle.

Vor Tag
Tyreek Munroe
Tyreek Munroe

The curvy cathedral characteristically zip because alley intraoperatively jump amongst a callous leg. ugly, old brandy

Vor 8 Tage
Lala
Lala

So basically Abercrombie was racist AND pedo

Vor 9 Tage
Putri
Putri

For plebs in third world country, Abercrombie & Fitch and Hollister are (newly) cool. Yikes when I think about it and witness it.

Vor 9 Tage
Iyan Carmona
Iyan Carmona

Their clothes are like other ordinary brands and quite more expensive. ZARA, H&M and UNIQLO for me.

Vor 10 Tage
Divina Nakamura
Divina Nakamura

Never into AF., high price with garbage quality garments!😜😂

Vor 11 Tage
Catherine Saldana
Catherine Saldana

Lmao I get the mouthful of shirtless men as their advertisement but what about other stores where women are barely wearing any clothing? Those news anchors saying they’re tired of it (1:04) sound so hypocritical as women are mostly advertised the same way..

Vor 12 Tage
Herbert Dixie
Herbert Dixie

The used iris eventually bolt because golf microregionally stop round a courageous peanut. annoying, disastrous sister

Vor 13 Tage
0123456789abc decghijklmn
0123456789abc decghijklmn

Get BENJAMIN PELTONEN to model for A&F

Vor 17 Tage
Tessmehh
Tessmehh

Eurghh let them stay dead in ghost of stores past!

Vor 19 Tage
上海王子Andy
上海王子Andy

Straight garbage

Vor 19 Tage
Gulzar Ahmed
Gulzar Ahmed

Design seems to be on no one's mind in this entire video and that's sad. It's all about marketing, brand image, no dead stocks, store layout etc but nothing about design. Design should be the driving force behind brands.

Vor 20 Tage
Anna Nepesova
Anna Nepesova

I still have A&F t-shirt from 2009. I still wear it. Quality was absolutely amazing! 2021 t-shirt for 32$ and after 5 laundry cycles you are ready to use it as your kitchen towel. Make it cheaper or start to use high quality cotton. Jeans are still good, but again black or dark blue jeans are not looking good after 2 month of wearing them

Vor 23 Tage
Jaap Spruitenburg
Jaap Spruitenburg

Became even a more empty marketing shell as it was... looks like the many fast fashion brands that try to fit in every box but greenwash their position in the fashion market. As brand you can adapt to a trend without outselling your identity but it looks like they don't know what the brand is about anymore. And it's not strange that happens as soon as you start selling pieces of it. It is a pity concerning the great heritage the company shows, imagine the decades of hard work and dedication it was to keep the shop running. The old logo shows it uniqueness and it has plenty of options to peak at certain moments, but that is why it is called peaking because it will decline eventually as well. Looks like companies aren't willing to accept this anymore...

Vor 23 Tage
H. O.J
H. O.J

When you put a woman in charge… success! Why is this not surprising.

Vor 23 Tage
Alexis
Alexis

I have to admit - I've gone back to wearing Abercrombie now because their clothing quality (I find) is actually pretty good and their jeans are amazing. I have a curvier set of hips and bum with a smaller waist and damn do their jeans fit well, that's hard to do.

Vor 24 Tage
Andy Wilson
Andy Wilson

Over priced and rude arrogant full of themselves staff!

Vor 24 Tage
Brandy Posada
Brandy Posada

They need to go back to the outdoor outfitting with sustainable and ethical clothing sources. Make an Orvis but for a younger 18+ crowd.

Vor 25 Tage
Marie W
Marie W

I went to a well off highschool that gave American eagle, Hollister etc out for free on prom night. They just put it on the table & let us all pick out several outfits. It wasn't a big deal as half the school had money and wore it anyways but I thought it was funny. I had come from the city and it wasn't really my style but I took like 2 hoodies & sweatpant outfits. SHOUTOUT TO FALCONER HIGHSCHOOL WHO ALSO PAYED FOR SOME OF MY FIRST COLLEGE CLASSES🥰

Vor 26 Tage
Briar Bear
Briar Bear

in the very times i entered an A&F, it felt like I just crashed a party if was not invited to.

Vor 27 Tage
Timo Bach
Timo Bach

An update a year later: no... no they can’t 😂

Vor 27 Tage
mcsuibhne005
mcsuibhne005

Baby boomers? You're telling me 70 / 80 year olds run these companies? Or are you just trying to use a clichéd term which children only recently discovered?!

Vor 27 Tage
Debeen Anderson
Debeen Anderson

Love their jeans with the options of what length matches you height and when they're on sale their tops and dress are not fashion forward they're boring a loo so love their sweaters need to be updated

Vor 27 Tage
The BrightFuture30 Channel
The BrightFuture30 Channel

A&F had rude sales rep. Safe to say: It is NEVER 👎🏻 coming back. Thank Goodness 😅.

Vor 28 Tage
Yong Deng
Yong Deng

Af was the sh^t back then. I always shopped there from 1995 to 2005. even though the former ceo was a douch, the clothes were basic but seemed very high quality. I now go there to shop for my daughter, af does not give me the unique/different vibe that it used to. The clothes look just like any other stores, if I am a teen now like back in the 90s and early 2000’s I won’t pay the price for what they selling in the stores. Call it whatever you want, af was the symbol of cool, not every teen could afford them. The same reasons why teen or adult going for Gucci,Dior,…… people want the expensive stuff,something not everyone has when you walk on The street.

Vor 28 Tage
Cristian
Cristian

Abercrombie is like that popular kid in high school & is now the adult working a minimum wage pushing carts

Vor 28 Tage
Cory M.M.
Cory M.M.

I never got the appeal of Abercrombie. Was mostly aimed towards females but their clothing sucked.

Vor 28 Tage
PJ D
PJ D

All these stupid high street brands looking all the same. Sad fashion.

Vor 28 Tage
Ras J
Ras J

I used to think “why can’t I be that good looking?”

Vor 28 Tage
Jonathan Perico
Jonathan Perico

ANF lost its personality when they decided to cater to the fats and uglies.

Vor 28 Tage
Luboman411
Luboman411

Yep on that diversity and inclusion factor. Kids today, wow. They're all about that. Also, the clothes the kids favor nowadays, especially the rich teens, are far more norm-core--look at Billie Eilish to see what I mean. This type of clothing is almost totally the opposite of Abercrombie & Fitch "cool."

Vor 29 Tage
Luboman411
Luboman411

At 0:54. Jim Cramer, a 60-something crotchety man, was NEVER the intended target audience of early 2000s Abercrombie & Fitch. And if he confused himself for that target audience, it is a bizarre view of himself he has indeed. LOL...

Vor 29 Tage
Stacy Levchuk
Stacy Levchuk

Their stores did not carry my size while I was in high school, I wasn't overweight. Just a normal person who wasn't skinny. I never shopped there because of that reason.

Vor 29 Tage
The Adoring Fan
The Adoring Fan

I like girls who wear abercomie and fitch.

Vor 29 Tage
The Adoring Fan
The Adoring Fan

@Leonardo Sbut they always stop by in the summer

Vor 23 Tage
Leonardo S
Leonardo S

It's 2021, these girls do not exist anymore. Time to move on.

Vor 24 Tage
Chanjai Park
Chanjai Park

let's just talk about their quality in the apparel. Their tees are the most high-quality shirts I ever had. Very soft, stretchy, yet durable.

Vor 29 Tage
lewinglobalUnboxing
lewinglobalUnboxing

i did not know that Gary Busey was a CEO of a company he is doing better than I thought

Vor 29 Tage
NEWdansuyume
NEWdansuyume

The text on the screen says "all-Amercian." I'm pretty sure you meant "American." Would you please proofread?! Thank you.

Vor Monat
Maffimuk Shukran
Maffimuk Shukran

Yes, if they give up Socialism

Vor Monat
hungrysoles
hungrysoles

I can remember young people lining up outside the A & F Manhattan flagship store to buy their merchandise.

Vor Monat
Nancy Drew
Nancy Drew

Good riddance!!!!

Vor Monat
Efrain Luna
Efrain Luna

No one cares. LOL

Vor Monat
Francisco D’Anconia
Francisco D’Anconia

Fashion brands don’t last. Which is why OP and Mossimo were cool in the 80s and are in Target today.

Vor Monat
Gregory Everson
Gregory Everson

the clothes are cheaply made

Vor 29 Tage
v s
v s

Those teens who grew up are now racist mfkers

Vor Monat
Anthony
Anthony

You get a headache walking into either one of those stores from the nasty cologne, the dark lighting, and the pounding music. The prices were terrible and your teenage-self legit thought that it was the same as owning a piece from Prada. It was also awkwardly white within the way that it marketed itself. It's also sad to see people in their mid to late twenties still wearing these clothes because now you can't afford to buy new clothes on your own...

Vor Monat
Howlin Berry
Howlin Berry

They make the best fitting shorts. At least for my body type

Vor Monat
BlueWave5
BlueWave5

AbercrombieBTCH

Vor Monat
BlueWave5
BlueWave5

Don’t forget their RACISM against Asians!!!!

Vor Monat
Nuria Medina
Nuria Medina

So true, I remember going to some A& F in L.A back in mid ‘04- ‘05 and floor staff were mostly skinny, good looking & white maybe if one Asian girl as cashier with died blonde highlights hair while Maria & Lupe were put in the fitting rooms, Jose was doing stock room and Jesus replenishing. I always had a feeling that scene didn’t look right… 🤔

Vor Monat
Stephen Constantinou
Stephen Constantinou

have them go back to when they were a hunting, sportswear store. Yes thats where they came from.

Vor Monat
Daniella Salguero
Daniella Salguero

Also: the level of management in this company is a complete joke! They don't care about retation rates and their employees never last.

Vor Monat
Daniella Salguero
Daniella Salguero

@Gregory Everson Yes, that & also management level. I worked as a manager in this company and it was terrible.

Vor 20 Tage
Gregory Everson
Gregory Everson

its why they pay them min wage, you dont want them to last, or you have to pay them more

Vor 29 Tage
V. N.
V. N.

For whites only

Vor Monat
QueenofSilence101
QueenofSilence101

I only ever got 2 things from here, that I remember. Back in high school, I got a jacket and a miniskirt. The jacket sucked. The skirt, by the way, was so short that I only ever wore it over leggings. I liked it, though. But yeah, I was never a fan of the dimly lit + loud music combo. I didn't like it.

Vor Monat
A
A

They sucked

Vor Monat
Ben Serrtuche
Ben Serrtuche

Bring back the Ezra and Fitch cologne please that was the best cologne. I always got compliments when I wore Irma or asked what are you wearing

Vor Monat
Ryan Meza
Ryan Meza

I used to work for A&F in 2008. Never thought about them again after I left that job. I walked by a local store a few months ago and was surprised that the Abercrombie I once knew no longer existed. I had to check it out. So glad they caught up with the times.

Vor Monat
Dominique Hudson
Dominique Hudson

I haven’t been to an A&F store in like a decade since they got rid of the one in my town when they demolished the old mall… out of curiosity, I went on their website and wow!! I love their new style and the diversity of the models. not the abercrombie I remember, and that’s a good thing! I got some stuff on sale and it’s amazing quality! super classy and not all teenagerish. i got clothes for my job and got lots of compliments. not gonna lie i’m in my mid 20s yes and I still do wear Hollister… but mostly just like the jeans and my sweater when I got them on sale, cause they’re comfy and we still have a Hollister! I wish they’d bring A&F back to my town bc I love their rebrand!

Vor Monat
Beverly Aguilar
Beverly Aguilar

I miss the jeans logo

Vor Monat
spooks
spooks

didn't like the brand tbh

Vor Monat
My likes and Dislikes
My likes and Dislikes

About time.

Vor Monat
mrPmj00
mrPmj00

Most people shop Amazon for selection, 1 day free shipping, easy return, low prices, no catching Covid 19, convenience because it saves time and gas, no mass shootings, no kidnappings, no mugging.

Vor Monat
captiantim1
captiantim1

Employees where too pretty and clothes where to ugly

Vor Monat
Bullish Investor
Bullish Investor

Buy old navy, it's better.

Vor Monat
Rizo Akatsuki
Rizo Akatsuki

Woke business is always heading down the line

Vor Monat
TheGumKid
TheGumKid

I watch this while wearing a hollister shirt on in 2021

Vor Monat
Sweet Book
Sweet Book

LMAO same they have cute jeans and tops now and there were a lot of sales recently so perfect time to shop. definitely made a comeback imo!

Vor Monat
james sixx
james sixx

As far as the very obvious targeted marketing at basically just attractive “cool” kids at least they were honest about it >~> stores like hot topic targeted specifically the edgy mall goths/emos for years and being “normal” absolutely made shopping there uncomfortable but nobody flipped out about that when we all knew it

Vor Monat
Drew Hendley
Drew Hendley

Long time ago Abercrombie and Fitch was like Orvis

Vor Monat
Michelle Ocean
Michelle Ocean

Oh i just shop at there outlet stores. More reasonably priced and wider selection :-) Just shop for unique peices if its expensive and by cheaper basic pieces from other brands

Vor Monat
James W
James W

abercrombie makes crappy products.

Vor Monat
Dirty Harry
Dirty Harry

Hot Topic and AF are one in the same. They all capitalize off the angst of upper middle class white teenagers.

Vor Monat
Dina Dajani
Dina Dajani

They have the best soft clothes and great jeans

Vor Monat
ray
ray

I like the old A&F. But it was overprice and their CEO was a dueschbag

Vor Monat
tundrav8georgia
tundrav8georgia

No thanks don’t want them back

Vor Monat
Camilo Acosta
Camilo Acosta

The Outerwear from the 2000’s was on point.

Vor 2 Monate
Ian Aguilar
Ian Aguilar

I feel like the brand has slowly turned around. Loved it in HS but stopped shopping there for years. Just recently started buy their clothes again, seems more grown up and trendy.

Vor 2 Monate
Peter Trần
Peter Trần

A & F running out of ideas & designs just like the gap...

Vor 2 Monate
Lauren S
Lauren S

"Clubbing with their parents" !! lol exactly. They didn't have Abercrombie in my city back then, so the first time I walked into a store I was... blinking, staring, and so confused. :P I totally forgot they had a magazine. I know someone who was hired at A&F. She's told me horror stories about discrimination. They def only hired beautiful, thin, white people. I remember I walked into the store as a size 6 - not size 2 - shopper and the salespeople barely glanced at me.

Vor 2 Monate
Al Sy
Al Sy

its pretty simple social psychology, if the economy is up. people tend to gravitate to exclusivity, when the economy is down it would shift to prosocial behaviors like inclusiivity

Vor 2 Monate
Mark Venicio
Mark Venicio

They tumble dry clothes and sale it too people lol 🤣

Vor 2 Monate
Gloria Liao
Gloria Liao

they did.

Vor 2 Monate
Darwin Dark
Darwin Dark

Nobody; Hollister T-Shirts: ⚡️✨🦅 H O L L I S T E R🦅✨⚡️

Vor 2 Monate
angelusa73
angelusa73

Never liked it because you had to skinny perfection to enter and find something dogood to buy which I never did and had no desire to go back and search again for something I knew they did not have.

Vor 2 Monate
Em J. Klein
Em J. Klein

.... Huh. I've never been in A&F. I always assumed it was a men's clothing store because of the only ads and posters I ever saw were shirtless dudes. Plus the name sounds something fancy, like a store here you could get a three piece suit, or knickerbockers. Kinda bowing my mind to learn it was geared towards teens :/

Vor 2 Monate
UnderratedSZN
UnderratedSZN

Didn’t even know they died 😭

Vor 2 Monate
Ingrid Aguero
Ingrid Aguero

Honestly I never liked Abercrombie and Fitch I always thought it was too mature for my taste.

Vor 2 Monate
Eric Moore
Eric Moore

Once The Limited took over Abercrombie they ruined it

Vor 2 Monate
askdfjklsdf
askdfjklsdf

The jumpy typhoon accordingly switch because pyjama alternately grin among a regular soy. joyous, aberrant fedelini

Vor 3 Monate
Deep Dude
Deep Dude

I dont like the brand

Vor 3 Monate
SoulDevoured
SoulDevoured

Anyone else gonna talk about how it was somehow some kind of revelation when the CEO said the brand was intentionally uninclusive? Even I knew they basically exclusively catered to a certain kinda white person. And I've never even been in one.

Vor 3 Monate
SoulDevoured
SoulDevoured

See if you had just said teens and young adults it wouldn't have been boomer when you referred to 20-25 year olds as "young millennials." Honey that's gen Z too...

Vor 3 Monate
Mike Quintero
Mike Quintero

When I was 14 my girlfriends step father bought me a Hollister shirt that said “Surfs up, tops down” My mother didn’t appreciate the gift much

Vor 3 Monate
Kai Schmidt
Kai Schmidt

I hope not

Vor 3 Monate
Diana Castillo
Diana Castillo

The xenophobic receipt demographically frighten because vacuum therapeutically vanish amongst a belligerent harmonica. flaky, chilly fiction

Vor 3 Monate
S.N.
S.N.

I still don’t get the idea or marketing strategy behind the dark stores after all these years. help me, anyone? 🤷‍♂️

Vor 3 Monate
Olav August Resmann
Olav August Resmann

The strange playroom distinctly smash because quarter neurally reproduce since a tasteful grandson. outstanding, aspiring book

Vor 3 Monate
Henry Wilson
Henry Wilson

The abercrombie I worked at that is featured in this video at Roosevelt field shut down and it was one of the higher performing stores in the company so the company overall is dying

Vor 3 Monate
Mariah Rios
Mariah Rios

I love Hollister jeans

Vor 3 Monate
XY Entertainment
XY Entertainment

The only Abercrombie store in my country, Singapore, have closed

Vor 3 Monate
Jack Mak
Jack Mak

The perpetual friday conventionally grin because goose connolly attack above a xenophobic okra. windy, lame magic

Vor 3 Monate
V Oliver Rutherfurd
V Oliver Rutherfurd

As someone who was a teenager between 2004 - 2011, I HATED the popular aesthetic of the mid to late-2000's. It was gaudy, vapid, and borderline sleazy. The only places I felt like I could find fashion I actually liked were Hot Topic and thrift stores. I feel like a large reason why fashion in the 2010s was so focused on natural, flowy, and vintage modern fashion was a reaction to these elitist, borderline tasteless fashion trends.

Vor 3 Monate

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