Behind Abercrombie & Fitch Co’s record results lies a decade-long reinvention
Inside Retail
MAY 29, 2024
Its popularity was built upon a “cooler-than-thou” image that included highly sexualised but popular advertising, high prices and limited size ranges. In a now-infamous 2006 interview, Jeffries stated, “We go after the cool kids. What went wrong In the 90s and early 2000s, Abercrombie & Fitch was at the peak of the mall scene.
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