Incorporating timeless basics to sophisticated elegance, Abercrombie & Fitch satisfies the darling modern style we all crave. Needless to say, I was an Abercrombie fiend in my middle school years. I shopped at Abercrombie every time I took a trip to my local mall, browsing the sweater section and making my way through the denim. After being my go-to brand, there was a sudden and unusual drop-off I failed to notice until recently rediscovering my most-adored store. I almost allowed myself to forget the importance this brand holds in the fashion industry, and its rebranded model company has only fueled its targeting towards the young adult demographic. Let us never overlook the undeniable power of Abercrombie & Fitch.
First, a brief history. One of the original American clothing brands, Abercrombie was established in 1892. The store surged in popularity, dressing Amelia Earhart, Ernest Hemingway, President Theodore Roosevelt, and the list goes on. From its bankruptcy in 1976 to new ownership in 1988, Abercrombie became a mall staple marketed toward a teenage clientele with “hypersexualized” designs. The new CEO, Mike Jeffries, was leading a full makeover plan for Abercrombie to gain traction once again. While Jeffries was the mastermind behind A&F’s transformation after its bankruptcy, his obsession with the youth and questionable emphasis on modeling appearance (advertisements focusing on the exhibition of white, fit, male models) caused corporate America to raise an eyebrow.
It was hard to miss the massive crash Abercrombie & Fitch faced in the years leading up to COVID-19 due to its lack of inclusivity, ultimately leading to yet another downfall. By 2016, Abercrombie was America’s most-hated retailer.
Perhaps its reputation and past mistakes as a clothing company cannot be forgiven. This is a consistent cause of its loss of customer retention, even after its revision. However, the current CEO, Fran Horowitz, has led the brand to remarkable growth through her commitment to promoting a diverse and inclusive culture.
The rebranding not only created a modern wardrobe for the same demographic it targeted back in the 19th century, but also monumentally transformed it into a more equitable retail company, earning a new reputation and working to eliminate its history of toxicity.
“I have always been such an Abercrombie girl,” junior marketing major and member of the Business of Fashion Society Rebecca Jorgensen said.
As a college student who has a passion for fashion, Abercrombie is Jorgensen’s top brand for its high-quality clothing tailored to all body types. She applauds its apparel on having a glow-up from the early 2000s middle-school vibe when its top pieces trending included the Abercrombie moose embroidered logo. Now, it targets stylish millennials in their early 20s, supplying everything from workwear to business professional and even a sweatset for a casual Sunday morning.
“They are undeniably going down a better path,” Jorgensen said.
Abercrombie has implemented several policies and campaigns to rebuild its brand. The weekly drop in new arrivals on its website highlights its initiative to grow and produce. Abercrombie’s current market reflects the unstoppable company they are.
Sophomore Iliana Moulhas attested, describing Abercrombie as any shopper’s “default” brand for solid basics that are high in quality and affordable in price. Owning an assortment of jeans herself, Moulhas’ favorite go-to denim from Abercrombie ranges from a baggy low rise to a high rise with a subtle slit. The silhouettes, cuts and washes are endless.
It doesn’t stop there, Abercrombie’s shopfront is unlimited, offering new bottoms, tops, dresses, activewear, leisure, swimwear and accessories. From the depths and despair of Abercrombie’s company, they managed to acquire a new initiative, leading to the gradual success they continue to build on today. So, if you’re here to stay and consider the positive resurgence of this powerful brand, allow me to offer a brief selection of the clothes that gain attraction.
Shop men’s. From a night out to a basic denim look, Abercrombie carries it all. Head to toe, they offer a wardrobe made for you.
Baggy, Tailored Linen-Blend Trousers: A variety of colors to choose from and more tops to match. The linen material exceeds comfort and will easily become a closet staple.
Short-Sleeved Cropped Jacquard Button-Up Shirt: Perfect for a night on the town or simply to feel put together while running errands. This button-up design is nothing short of chic.
Manchester City FC Graphic Half-Zip Sweatshirt: Specific, but necessary for this proposal. Abercrombie’s sweatshirt collection is unmatched from hoodies to crewnecks. Ultimate comfort in all styles.
Shop women’s. A diverse selection will have you scrolling their online site for hours.
Lace and Satin V-Neck: A beautiful component to add to the roster of “going-out” tops you have shoved in your closet. The delicate nature of the lace and slickness of the satin is a perfect hint of demur.
Drop-Waist Midi Dress: An unbeatable look for this upcoming spring. Abercrombie’s seasonal additions are jaw-droppingly stunning, suiting perfectly for a weekend brunch or polished casual dinner.
High Rise 90s Relaxed Jean: Back to the basics of the timeless denim wide-leg jeans. Abercrombie has always been one of the most reliable sources for denim with a multitude of choices, from dark to light shade and low to high-waisted. Its denim is high quality and long-lasting.
