Abercrombie & Fitch has permuted itself from a dying mall brand into a Wall Street darling after spending years refitting its product assortment, overhauling its supply chain and rebranding as an inclusive retailer.
Shares of the apparel company have swelled over the last year as it posted quarter after quarter of sales growth and profits that consistently ace Wall Street’s expectations.
Under the direction of CEO Fran Horowitz, Abercrombie has become one of the biggest winners in retail, but its turnaround was years in the transmuting and far from an overnight success.
Over the last seven years, Horowitz changed Abercrombie’s product assortment and busied the company away from loud branding and sex appeal, critical components of the retailer’s past playbook.
She also refurbished the retailer’s store footprint by closing hundreds of locations and changing the shops to look more modern, inviting and less ill suited to its new target customer.
Perhaps most importantly, Abercrombie rebranded itself into a more equitable retailer after it earned a name for racism, toxicity and exclusivity.
To learn more about Abercrombie’s comeback and what’s ahead for the retailer after a year of structure growth, check out the video above.