From dying mall brand to Wall Street winner: How Abercrombie & Fitch pulled off retail's biggest comeback
How did Abercrombie & Fitch's product assortment change under the leadership of Fran Horowitz?
Under the leadership of CEO Fran Horowitz, Abercrombie & Fitch underwent a significant transformation in its product assortment4. Horowitz changed the company's product assortment and moved Abercrombie away from loud branding and sex appeal, which were critical components of the retailer's past playbook. The company revamped its product assortment to cater to a more diverse and inclusive audience, focusing on a more modern, inviting, and inclusive approach4. This transformation included changes in product assortment, store footprint, and company image, ultimately leading to increased sales growth and profits4.
What specific strategies did CEO Fran Horowitz implement to transform Abercrombie & Fitch from a dying mall brand into a Wall Street success?
CEO Fran Horowitz implemented several key strategies to transform Abercrombie & Fitch from a dying mall brand into a Wall Street success:
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Revamping Product Assortment: Horowitz changed Abercrombie's product assortment, moving the company away from loud branding and sex appeal, which were critical components of the retailer's past playbook. She focused on offering more inclusive and diverse clothing options, catering to a wider range of customers.
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Overhauling Supply Chain: Horowitz worked on improving the company's supply chain to make it more efficient and better aligned with the new product assortment. This helped Abercrombie & Fitch in delivering the right products to the market faster and more effectively.
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Rebranding as an Inclusive Retailer: Recognizing the company's past reputation for racism, toxicity, and exclusivity, Horowitz rebranded Abercrombie & Fitch into a more equitable retailer. This involved changing the marketing strategy, store atmosphere, and customer experience to be more welcoming and inclusive.
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Modernizing Store Footprint: Under Horowitz's direction, Abercrombie closed hundreds of store locations and revamped the remaining shops to look more modern, inviting, and better suited to its new target customer. This included improving the lighting, layout, and overall aesthetics of the stores.
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Expanding Online Presence: To reach a broader audience and cater to the growing trend of online shopping, Abercrombie & Fitch expanded its digital presence under Horowitz's leadership. This included improving the website, offering online-exclusive products, and leveraging social media for marketing and engagement.
These strategies, combined with a strong focus on customer needs and preferences, have contributed to Abercrombie & Fitch's remarkable turnaround and its current status as a Wall Street success.
In what ways did Abercrombie & Fitch rebrand itself to become more inclusive?
Abercrombie & Fitch rebranded itself to become more inclusive by focusing on size inclusivity and diversity4. They developed gender-inclusive collections and created a more equitable retailer image after previously earning a reputation for racism, toxicity, and exclusivity. The brand also turned its plan of action around by focusing on a diverse range of models in its marketing materials and expanding its size offerings in products4. Moreover, the company partnered with a more diverse set of influencers, which helped improve its image on platforms like TikTok.