The Resurrection of Abercrombie & Fitch

In the late 1990s and early 2000s, Abercrombie & Fitch was the hottest teen clothing brand. Kids would flock to their local mall to get the expensive, moose-emblazoned apparel. But then, after a series of controversies and a change in fashion, the brand seemingly lost its edge. WSJ’s Katie Deighton reports on how Abercrombie & Fitch revived itself and embraced millennial women. 



Further Listening:

- Shein Took Over Fast Fashion. Then Came the Backlash. 

- The Unraveling of Stitch Fix 

- Old Navy Tried to Make Sizes for All. It Backfired. 



Further Reading and Watching:

- How Jeans for Millennials Helped Revive Abercrombie & Fitch Stock 

- Abercrombie & Fitch Is Reaping the Rewards of Taking Adult Women Seriously 



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