Is Abercrombie and Fitch cool again?

Blast from the past

I was talking with my friend the other day about where she has been online shopping lately due to the fact there is almost nothing else to do during this time of COVID-19/social distancing and to my surprise she said she is back in love with Abercrombie and Fitch. I was a little taken aback. Just hearing the name brings me such nostalgia as I grew up shopping (and even working) at the store with its heavy cologne, music blasting, dark lighting and trendy clothes. A time where things were simpler where I would proudly wear my moose logo knowing I was cool even though I was a huge goody-two-shoes. It's been about 10 years since I've stepped into the store. The cheap clothes from Forever 21 and Target took over, my closet as I needed more sweatpants, leggings and party outfits to complete a college girl wardrobe. But not only that, all of a sudden Abercrombie became too young for me. I felt uncomfortable shopping in the store next to 15 year olds, trying on clothes that barely covered my butt and felt socially awkward to display "ABERCROMBIE" on my sweatshirt. I just sadly outgrew the store. Sigh. It happens.

After my conversation the next day, it was weird (but not weird at all as it happens all the time; convinced that computers listen to your conversations,) I saw an ad on my facebook page showing some trendy looking clothing that I really liked and was considering buying but there was no brand name to be found. I clicked on the advertisement to see what the brand it was and I was surprised again to see that my friend was right, Abercrombie and Fitch had some really awesome clothes!

It wasn't just me!

Abercrombie was at an all time high in the 2000's but its sales have decreased dramatically since then. This is partially due to the fact that mall shopping have decreased leaving less opportunities for retail stores to accumulate sales. At the same time, online shopping increased but Abercrombie did very little to acquire more of the market share when this happened. Their online presence and advertising was not as competitive as other brands. Another big shift in the market was that teen preferences changed as Millennials got older and Gen-Z came in. There is more focus on everyones individuality being the definition of beauty rather than skinny white models. So showing half naked (and fully naked) models all around the store and shopping bags was a reminder that the brand had not stayed with the times. And to have Abercrombie plaster its logo and name everywhere on its clothes essentially promoting a brand that was not "cool" anymore gave teens even less room to purchase the clothing. Finally, you need good management to be open to change. When the CEO is convinced that "only having good-looking people" in the store is the way to attract "other good looking people" in a time when self love and #METOO movements are so important, something was not working.

How are they becoming cool?

In 2019 Abercrombie has rebranded itself so that it is more inclusive to attract Gen-Z and surprisingly attract their original target market, Millennials. Gone are the days where you will see naked men on the walls or shopping bags. Now the models wear the clothes. Even the employees are allowed to show their own personal style. I remember when I worked there, men had to be clean shaven, no tattoos could be visible, women could only have one set of earrings in and minimal jewelry elsewhere. Now, on their advertisements you see facial hair, tattoos, piercings, older models and so much more diversity. You can see yourself.

Not only with its advertisements but the store itself has changed. The dark lighting is gone, the music lighter, and the cologne not as potent which has increased its sales dramatically. Even their online presence has improved. Facebook ads and social media campaigns have increased as well as its celebrity endorsements. Also the online shopping experience is much more enjoyable and user friendly. Looks like Abercrombie is coming back from the dead and I am glad. My teenage self is so happy and can't wait for me to check out some new outfits.