In the past, Abercrombie was called out for not having any sizes beyond Now, the brand extends to XL and size 32 in denim. Over the last two years, the brand has shuttered 93 stores in the U. Abercrombie is rolling out new store concepts that will allow customers to have a more seamless transition from digital to in-store shopping. You are now able to purchase a product online and pick it up in store, for instance.
And Abercrombie has a new app that customers can shop from, but also earn rewards and exclusive offers. In less than a year since it launched, the app already has close to four million subscribers, Horowitz says.
Among the changes afoot, Abercrombie is trying to be culturally and ethnically inclusive, starting with its employee base. These changes have been set in motion, but there is no way to tell whether Abercrombie will be able to successfully right the ship and return to its former glory.
AWS Deloitte Genpact. Events Innovation Festival. Follow us:. By Elizabeth Segran long Read. Design Co. Design Forget wind turbines. Log out. US Markets Loading H M S In the news. Matthew Wilson. Under former CEO Mike Jeffries, the brand was modernized and became popular with teens in the s and early s. Controversies and lawsuits soured public opinion, and the company's sales declined. In recent years, the company has rebranded itself and has seen its sales turn around.
Visit Business Insider's homepage for more stories. Abercrombie Co. By , David Abercrombie had left, and the company had opened a large department store. After surviving the Great Depression, the company continued to grow, expanded to new states, and served some famous clients. But the company's sales slumped in the s, and it filed for bankruptcy in To capture consumers' attention, Jeffries created ad campaigns with provocative images and barely clothed models.
Under Jeffries, by , the company was more popular than ever. In the early s, the retailer was sued for discrimination and received backlash for an offensive product line. In , the company was sued again.
In the lawsuit, a pilot claimed Jeffries had some odd requests for staff aboard his private jet. The brand was also criticized for initially excluding plus-sized clothing. Its sales began to fall in the late s as public interest waned. In , Jeffries retired from his role as CEO.
In , the brand launched a new line that turned its focus to older consumers. He wanted to "hire good-looking people" to market to the "cool kids. Jeffries retired in after 11 straight quarters of same store sales declines, and even after his exit, sales were still plunging. What has gone wrong with the brand? As social media data shows, its fans are growing up and losing interest. On Facebook, people started "Unliking" Hollister's page after it hit its peak in early And overall, Facebook users have stopped talking about the brand over time.
The ambitious, bold and hungry start their week with The Business of Business! Share on LinkedIn. Abercrombie has transformed many times over the years.
Abercrombie was the place to go for hunters in the early s. The retailer hit some road bumps along the way. The company expanded like crazy, becoming a go-to destination in malls across America.
The company hit its cultural zenith in Its mix of classics and contemporary pieces created a big following — at the time. Parents loathed the racy, hypersexual catalog. It added new brands to its roster. Abercrombie hit some controversial roadblocks.
In , the company received backlash for products that were perceived as offensive. The company was soon in hot water for other transgressions — namely, those regarding who it chose to hire — and not hire. Michael Jeffries became notorious.
In , Abercrombie acquiesced and started offering larger sizes. Jeffries was out in Abercrombie's sales were still falling. Abercrombie has been faced with several lawsuits. Abercrombie has abandoned its controversial "look policy. Amid continually poor sales, Abercrombie attempted to be tamer. But instead, it looked like it was having an identity crisis. Abercrombie and Fitch made other changes at the executive level. In fall , it appeared that the brand was destined for a comeback.
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