Abercrombie & Fitch’s Brand Reinvention — Download the Case Study

28 October 2021 • By Cathaleen Chen

Once a staple among American teens, the retailer faltered in the 2010s after failing to keep pace with shifting consumer preferences. But through a strategy rooted in customer centrism, a revamped product offering and changes to the internal structure of the company, the brand’s turnaround is taking hold.