I recently visited an A&F store and was surprised at how much it had changed. Not only were the styles more adult, but the staff was friendly and welcoming. Their trousers fit beautifully and the clothes in general are more work-friendly.
@@sn350channel lol I have nothing to do with A&F, swear. I have to go back to the office and needed clothes that wasn’t athleisure. My go to stores (Gap, Banana Republic, and J Crew) have ALL closed near me. I went to A&F because they were the last option. Express is too cheap and AE too teen-y. And I was sincerely surprised I found nice work clothes. No ulterior motives.
They have decided to cater to the people who grew up on the brand, rather than trying to cater to teens. The brand loyalty was there, so not surprised it's working... Only problem is when us 40 year olds become 70-80, are they gonna be selling us our depends?!?!
I hadn't been to an Abercrombie & fitch store since mid 2000's until 2022. I realized the whole brand changed. It is definitely not the same store. Ditching over-branding was the play.
Yeah, I think we’re in a logo all over the place is definitely played out at this point however I do have to say their stores are still beautiful, but I do kind of miss when they were darker and were set up more like a fancy loft. I think it was more mysterious anddifferent than any of the other other brands. At least they have stayed with their same overall style, but it’s also smart for them to age up a little little bit to try to appeal with the generation that grew up with them.
I stopped at an A&F on impulse one day at the mall and I was blown away, this has become the place that I almost exclusively shop for clothes now. I’m a short guy and I have NEVER been able to find jeans, button ups and t-shirts that fit me so well. I love the quality of the materials and construction of the clothes is so well done, its nice to be able to wash a piece of clothing multiple times and not have it be ruined after 1-2 washed (H&M, Zara). It’s definitely on the pricier side of clothing retailers but it is well worth the price. I’d rather spend more on less clothes that are very stylish, feel more timeless and are good quality.
how tall are you? I’m also on the shorter side and it’s annoying how difficult to find good-fitting clothes. They either fit well on the shoulders but too long or have a good length but tight on the shoulders. It’s a struggle.
I used to shop there in the late nineties to mid 00s and worked for Hollister. and I remember the quality. They construct their clothing well. It’s the only reason my mom let me shop there😅
I think part of their success in recent years is they've become a less expensive alternative to trendy, influencer-driven stores like Aritzia and Everlane, that are known for their decent quality and more tailored, minimalist looks. They have a lot of similar apparel, particularly their cotton T-shirts and trousers. A&F also still has A+ denim that rivals premium brands like Agolde or Citizens of Humanity in quality and style, but for a way lower price point.
Exactly I’ve always said their brand was good just like their tagline casual luxury is very very basic everyday pieces, but better quality than you would find at their partners. I also think one thing they were definitely ahead of was the aesthetic trend when it came to their stores their stores were just absolutely beautiful. They’re still great now but back then no other stores wereas nicely, decorated and high-end looking even the higher end French brands stores weren’t as pretty.
@@aaronlimitlessI totally agree about how gorgeous the stores were. I went to their flagship in NYC in 2002 on my 8th grade class trip and my teenage girl brain nearly melted 😂. I can still see the mahogany banisters and canoes on the walls. I remember thinking, damn, is this what rich people’s houses look like? lol
Current A&F is the one of the few brands that has petite sizing, stylish clothing for pretty good quality at reasonable prices. I’m a millennial that prefers more modest clothing that consists of more natural fibers and A&F is one of the few brands that actually deliver this. Other brands like Zara have clothes made of polyester. I’d rather pay the $40 extra dollars for cotton or linen.
A&F used to remind me of Rainforest cafe in the mall. I went in there recently though and was pleasantly surprised at how much I liked their graphic tees and the quality and price. They completely revamped their company and presentation
I bought ANF stock in 2022 at a cost basis of $15 and sold most of it at a 50% gain. I saw a potential rebound to $75 in my thesis but never imagined this performance. Fran is going a great job.
I completely overlooked the brand in terms of stock performance. I was too distracted by Lulu... I'm shocked at it's progress. It doesn't make sense financially.
@@Ivanz4sdrive it's nowhere near as undervalued as ANF was when I bought it, but Under Armour looks cheap right now. We have a small position. I'm excited to see their new designs by John Varvatos.
I never wore Abercrombie in high school but now being in my 30s I LOVE it, easily one of my favorite brands because the FABRICS are so incredibly soft. And good quality. When you wash the shirts, jeans, and crew necks, the fabric is still just as soft!
I’m a millennial and I shop at A&F because they make quality clothes that are on trend that FIT. I’m a short king and they’re one of the only accessible brands that sell clothes that fit me well. The price is also right. They have online sales often making their prices competitive to retailers like Zara but with far better quality. This video is on point. Their current success is knowing how to make a good product.
Great to hear! I used to love A&F in college. With the decline of brick & mortar retailers of late, I was hoping they wouldn’t fall victim. Weird to think that my two kids can soon sport their clothing, as can I
Yesssss I loved this store. This store motivated me to lose weight and become healthy. Hopefully they bring back their old model. And make the store exclusive again. Bring shamming back!!
As someone who's seen the rise, peak, fall, rise again and countless rebrands of A&F, Franz Horowitz is the absolutely goat when it comes to retail leadership. She's honestly a legend for this. This brand was practically on life support before she took over. The curve love jeans line and taking off the branding was genius. I do buy their jeans whenever I can. They hold up really well. HOWEVER, the quality of everything else in the store has gone down dramatically. The clothing quality (at least for women) stopped being great around 2020. There are some quintessential things about A&F that I miss. Eurohouse music being one and dim lighting being another. I personally don't like the complete rebrand because it now feels like an H&M but it must mean I've grown out of the type of clothing they sell.
Do you think they can contiinue with the strong growth? I mean, the competitors can copy what they do. Does ANF have something (ie. Moat) that others can't imitate in the long-term?
Fashion is fashion. I goes up and down. Trends never stay the same. With the exception of certain luxury brands, clothing firms are a very unstable business and investment.
Who would have guessed that customer centric designed products sell. What an insight…. that’s design thinking 101. Kudos to the CEO to change the company’s culture.
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I made the mistake of walking into a Hollister at the Dallas Galleria when I was 31. I was on "Terminal Leave" from the military meaning on my last paid vacation on the end of my enlistment, transiting from my base in the South traveling back to California, Spring of 2005. Never had I felt so unwelcome in a store despite not being told outright to get out. The brand had no presence where I was posted, so I neither knew it or A&F. I bought one pair of distressed canvas board shorts. That's the last thing I ever bought from this brand. I've stayed with Banana Republic ever since. At least you can wear BR clothes to work.
Just so happens I've made a few purchases at AF this past few months as someone in their mid-30s. Feel like their style is more versatile now and caters to mature people too, instead of the previous skimpy teenage look. I got a few things that are pretty good options for work or weekend brunches. I also do like the quality. I still have some AF long sleeve shirts from years ago that are showing age but holding up so well.
I feel like they’re clothing is still quality albeit maybe not quite as good as it used to be and definitely not as popular as it used to be. The CEO was deplorable in many ways but one thing he definitely understood was exclusiveness and making it more exclusive and more mysterious is part of what Drew everybody in their stores are still beautiful now however I dare say Back in their heyday. They were ahead of the time with their stores when you really think about it, their stores were much prettier than I would even say Apple stores back in the day now their stores are still attractive, but a lot of stores pretty much all of them in the mall at this point for the most part has Overhaul their stores to be a lot more appealing. It’s still nice to see that they are growing and doing well again I still like the brand, especially growing up with it and while I still wear a lot of their hoodies and things like that in the winter, I don’t think I bought anything from them in a few years because the few that we had closed down, but I would definitely love to stop into a store sometime and buy some stuff again.
Their designs became more mature, and their quality stayed while keeping prices reasonable. The new aesthetic of Abercrombie is akin to brands like ALD, Kithx etc which allows them to capture a market share of those that want that aesthetic but don't want to or can't afford ALD, Kith, etc. Very smart move imo and exactly what is in in fashion right now.
I never bought anything from them but then saw a TH-cam wear the cutest sherpa like shacket and I had to get it. It's great quality, soft on the outside AND inside and I'm in love with it.
Aritzia did it right in '98 and still is top in my opinion in Canada. American fashion brands could have learned something. Mass branding is still a good approach in large markets. The right mix of merchandise makes a big difference for sure.
I was pleasantly surprised by A&F since visiting in the last year since probably 2006-08' (High School). I wasn't their quintessential "type" back then, but they really seem to have made strides to improve their overall quality, fits and styles since then. The brand has definitely grown up with its millennial consumer base.
Wow, thật ấn tượng khi Abercrombie có thể vực dậy thương hiệu sau những năm tháng khủng hoảng. Video đã cho thấy rõ chiến lược marketing thông minh và việc tập trung vào sự đa dạng và bao dung đã thu hút khách hàng mới. Rõ ràng là việc thay đổi chiến lược và thích nghi với thị trường là chìa khóa cho sự thành công của họ. Mong chờ xem họ sẽ làm gì tiếp theo!
I bought a '90s-made pair of A&F jeans at a flea market and I was surprised at how well-made they were. The lasted me another 5-6 years. Now, most jeans are thin and wear out quickly. I think the next jeans I buy will be Lee jeans. They're still made with thicker material.
Key to their profitability was moving away from being highly promotional. Deepest discount they usually offer is 15-20%, with the occasional 25%. Compare that to JCrew, Express, or Loft, who have trained their customers to wait for 40-50% storewide sales.
It's a shame the quality has absolutely plummeted though. It's shocking how much more in common the current A&F stuff has with outlet fast fashion labels than they do with pieces I own that are well over two plus decades old. Marketing is everything.
I still like their clothing overall, but the quality of their clothing was definitely unbeatable in the 2000s. Their t-shirt materials were very thick and well-put-together.
I feel like before, fashion was about loyalty to a brand, upholding the brand, and matching stuff from one brand. But I think the modern consumer doesn't care about the brand anymore; they just want a good-quality bargain regardless of what brand it's from. What do you think?
Agreed I think it’s hard for a brand especially clothing to keep an identity these days because it is so blended together where really all it is is casual or high-end at this point so it’s hard for each brand to distinguish themselves. They have to pick one or the other Abercrombie I used to always love because it was just casual clothing, but it was good quality nonetheless even though it was expensive and shopping. The new store was always a treat because especially back then they were ahead of the times with how beautiful their stores were, nobody could compare even now their stores are still on the higher end as far as looks in style goes although some brands have renovated to be pretty nice such as places likebanana republic, etc.
I remember walking into ANF stores and got attacked by the overly strong perfume/cologne smell. It was not very pleasant.
3 หลายเดือนก่อน +2
Abercrombie is soooo boooring since the rebranding! I wore it since 2007 and I honestly don't find anything 6-7 years ago and the quality has dropped too.
I would have never imagined as a former brand associate in its heyday (early 2000s) that A&F would be profitable again via a completely different market strategy… and yes, for those curious, the insane stories from that time are true
Am I the only one that actually enjoyed walking into their stores with that classic American / dark club-like atmosphere back in the days? The remodeled store layouts are just blah 😑
never shopped there….as an older millennial….never was my style. i cringed walking into a store or walking by a store. but, good for the, for noticing their past mistakes and building a better brand.
While I LOVE their rebranding, the only things that I would love Abercrombie to come back with is the moose logo on some of the shirts and for lighting of the stores, I do kinda miss the darkness and the music lol. Other than that I’ve been obsessed with their clothes and I’m really happy that they made a comeback
The incompetence and corruption that runs through this administration are getting more ridiculous. I feel for people with disabilities not getting the help they deserve. Thank you Anna Contreras, imagine investing $1.5k and receiving $5k in 4 days.
I'm also one of the beneficiaries of Anna. Relying upon this administration is nothing but a total waste of time. So happy I gave it a trial after being skeptical of the process.
I am 27 and never thought ai would wear them again. My girlfriend saw a tiktok about the comfortable pants, we went in and i found a bunch of comfortable, sleek pants that were not ridiculously expensive.
don't worry, they'll be closing that shortly. there's so much minute to minute and daily data on all stores, they know, and they don't keep stores open that they don't need to. it's routine closures in places like that and openings in places where they can actually get foot traffic and sales.
The only reason why I go to Abercrombie is bc they have trousers that fit me and look stylish. I go to a preparatory charter school so I have to wear a uniform and before, I wore Dennis uniform pants and the polo shirt with the school crest. The problem was that the pants felt too tight even tho they weren’t tight it made it difficult for me to feel comfortable and it felt weird since it slims down towards the bottom of the pants and my torso is higher so I needed pants high rise and Dennis uniform didn’t provide that. I went to Abercrombie to find some trousers I loved then and it was high rise and I’m a 5’5 13 year old girl and Abercrombie seems to be tall-people friendly. So now I can go to school and any where wearing trousers and trousers style pants feeling confident and comfortable with the clothes I where. I have some sensory issues especially when it comes to clothing and Abercrombie’s pants are really a life saver.
Awesome. Good thing I have a blonde wig. Now all I need is a pair of blue contacts. Good thing I'm skinny, too. Wait for me, Abercrombiiiiiiiiieeeeeeee!!!!!!
sadly speak, the brand losts its character and cannot differentiate fr other apparels brand taking mid-30/40. even more sad, the businesses is doing good with such an ordinary design and style. sth wrong with the society.
6:35, Kristen Dolan, the SVP, Growth Influential, doesn't know what a brand is because she says "9 out of 10 consumers trust influencers over brands." She gets a brand confused with marketing of said brand. She reminds me of SBF.
@@agm771 I know what you’re getting at, but in my field as a brand specialist, most get branding confused with marketing. They also thinking branding is graphic design.
I wish they had free shipping and free returns. There aren’t any stores near me and those additional costs always deter me from shopping online. I don’t know what size will fit me best and don’t want to pay to return products because I can’t try them on in person.
I didn’t really wear Abercrombie and Hollister at all before until around 2 years ago. I didn’t like the brands. Now I like Abercrombie. I want shop at H&M too because they made a pledge about helping the animals.
@@user-me1mv4vy9qthe quality is very good. I gave my niece my credit card and I wished I gave her a limit. Anyways, many years later, the jeans and sweaters are still very well and holding up. This is from a teenager and we know how they care for things.
Sounds like the path Banana Republic took in the late 90’s early 2000’s , essentially making tasteful (albeit expensive) WORK clothes for GenX and younger Boomers .
The one store where I live feels like the brand has lost all its luster, like a shell of its former self. The mood and vibe are depressing when you walk in there.
While I love that they moved away from the giant, tacky graphics and logos, I really do miss their classic button ups, polos, and basic tees. Of all the brands I bought from, they definitely had the best fit and quality.
@@jt203 Same Same, a ~24 year old genuine leather belt from them that I wore every day to a blue collar job JUST broke. Quality chit, they used to sell.
I keep seeing people raving about their jeans/denim, and I bought a couple of pairs to try and they're terrible. The thinnest, least durable feeling pocket bags, horrible off-gassing after opening the package, and they have the balls to charge similar prices to Lucky Brand and Levi's premium.
It’s interesting to see straddle from a lean and mean fashion wear for “model-like” audiences to a more comfort-fashion for all kind of a strategy. Quite a bold one. Makes sense given that that’s most buyers today. Maybe that drives up top line and the assortment optimisation, cost cutting etc improves bottom line etc. But I still fail to see the clear distinction or differentiation in this brand. Is it just the new product range and assortment itself ? Is it the newer store formats ? The influencer marketing channels ? What isn’t very assuring is that all other fashion brands can repeat more of the same that leaves Abercrombie without any real USP. It would be naive to just ride on revenue and stock market growth. All said and done it doesn’t seem like Abercrombie has done anything spectacular to warrant this position. It’s a bit bizarre that something as straightforward as just a few basic tweaks and change up in strategy to focus on what the masses want, has resulted in this success. If only retail was that simple 😅
It is a completely different store then the one I knew in the 2000 and 2010's. Clothes seem to be good quality and not crazy over priced on most stuff. The Fierce scent is forever my favorite.
I recently visited an A&F store and was surprised at how much it had changed. Not only were the styles more adult, but the staff was friendly and welcoming. Their trousers fit beautifully and the clothes in general are more work-friendly.
nice advertising:)
Trousers.... hmm you sound super sus
@@sn350channel lol I have nothing to do with A&F, swear. I have to go back to the office and needed clothes that wasn’t athleisure. My go to stores (Gap, Banana Republic, and J Crew) have ALL closed near me. I went to A&F because they were the last option. Express is too cheap and AE too teen-y. And I was sincerely surprised I found nice work clothes. No ulterior motives.
That is new 😂.
I remember feeling judged I did have 6% body fat
@@cinnamonstar808 I remember feeling judged for being over 20.
The people that wore Abercrombie at its peak are all now in their mid/late 30's to early 40's.
My brother still wears A&F and he is closer to 50. I am 40 and never wore that brand.
Yeah, that's me...
They have decided to cater to the people who grew up on the brand, rather than trying to cater to teens. The brand loyalty was there, so not surprised it's working... Only problem is when us 40 year olds become 70-80, are they gonna be selling us our depends?!?!
I’ll be 33 this Saturday. Am I lumped into the mid 30s now? 😂 😭
@@Tvso9813 Yes, you are officially ancient history...
I hadn't been to an Abercrombie & fitch store since mid 2000's until 2022. I realized the whole brand changed. It is definitely not the same store. Ditching over-branding was the play.
Yeah, I think we’re in a logo all over the place is definitely played out at this point however I do have to say their stores are still beautiful, but I do kind of miss when they were darker and were set up more like a fancy loft. I think it was more mysterious anddifferent than any of the other other brands. At least they have stayed with their same overall style, but it’s also smart for them to age up a little little bit to try to appeal with the generation that grew up with them.
yyy
I stopped at an A&F on impulse one day at the mall and I was blown away, this has become the place that I almost exclusively shop for clothes now. I’m a short guy and I have NEVER been able to find jeans, button ups and t-shirts that fit me so well. I love the quality of the materials and construction of the clothes is so well done, its nice to be able to wash a piece of clothing multiple times and not have it be ruined after 1-2 washed (H&M, Zara). It’s definitely on the pricier side of clothing retailers but it is well worth the price. I’d rather spend more on less clothes that are very stylish, feel more timeless and are good quality.
how tall are you? I’m also on the shorter side and it’s annoying how difficult to find good-fitting clothes. They either fit well on the shoulders but too long or have a good length but tight on the shoulders. It’s a struggle.
I used to shop there in the late nineties to mid 00s and worked for Hollister. and I remember the quality. They construct their clothing well. It’s the only reason my mom let me shop there😅
it’s because they started making stuff that’s actually stylish
And it's not that over priced
The quality has always been great and durable.
Finally, they figured out what was supposed to be decades ago.
They made the logos smaller and actually introduced black as a color (they did dark navy, but never black)
Huh? They actually had cashmere…
I think part of their success in recent years is they've become a less expensive alternative to trendy, influencer-driven stores like Aritzia and Everlane, that are known for their decent quality and more tailored, minimalist looks. They have a lot of similar apparel, particularly their cotton T-shirts and trousers. A&F also still has A+ denim that rivals premium brands like Agolde or Citizens of Humanity in quality and style, but for a way lower price point.
Exactly I’ve always said their brand was good just like their tagline casual luxury is very very basic everyday pieces, but better quality than you would find at their partners. I also think one thing they were definitely ahead of was the aesthetic trend when it came to their stores their stores were just absolutely beautiful. They’re still great now but back then no other stores wereas nicely, decorated and high-end looking even the higher end French brands stores weren’t as pretty.
100% on being an Aritzia alternative! They duped a lot of Aritzia’s best selling styles and even used some of the same models
@@aaronlimitlessI totally agree about how gorgeous the stores were. I went to their flagship in NYC in 2002 on my 8th grade class trip and my teenage girl brain nearly melted 😂. I can still see the mahogany banisters and canoes on the walls. I remember thinking, damn, is this what rich people’s houses look like? lol
I went to the store and was thinking
Wow this is actually really nice
It’s kinda comical that the CEO shows up on the interview not wearing her own brand of clothes, but Chanel 😅
She is wearing Christian Dior.
@@pioneeracademy6488 she's an old businesswoman, not gen Z
Nothing wrong with that. She's not the demographic they're targeting.
i actually like that better than you pretending you wear your own brand all the time. its more authentic.
Iiki 0:14 😢😊the mm.@@CMV314
Current A&F is the one of the few brands that has petite sizing, stylish clothing for pretty good quality at reasonable prices. I’m a millennial that prefers more modest clothing that consists of more natural fibers and A&F is one of the few brands that actually deliver this. Other brands like Zara have clothes made of polyester. I’d rather pay the $40 extra dollars for cotton or linen.
The move away from giant logos is great. Minimal is the trend now.
A&F used to remind me of Rainforest cafe in the mall. I went in there recently though and was pleasantly surprised at how much I liked their graphic tees and the quality and price. They completely revamped their company and presentation
I bought ANF stock in 2022 at a cost basis of $15 and sold most of it at a 50% gain. I saw a potential rebound to $75 in my thesis but never imagined this performance. Fran is going a great job.
I completely overlooked the brand in terms of stock performance. I was too distracted by Lulu... I'm shocked at it's progress. It doesn't make sense financially.
@@Ivanz4sdrive it's nowhere near as undervalued as ANF was when I bought it, but Under Armour looks cheap right now. We have a small position. I'm excited to see their new designs by John Varvatos.
@@thekingdemetriDamn is it too late to buy Abercrombie stock 😅
I never wore Abercrombie in high school but now being in my 30s I LOVE it, easily one of my favorite brands because the FABRICS are so incredibly soft. And good quality. When you wash the shirts, jeans, and crew necks, the fabric is still just as soft!
Agreed!
I’m a millennial and I shop at A&F because they make quality clothes that are on trend that FIT.
I’m a short king and they’re one of the only accessible brands that sell clothes that fit me well.
The price is also right. They have online sales often making their prices competitive to retailers like Zara but with far better quality.
This video is on point. Their current success is knowing how to make a good product.
They made clothes in all shapes and sizes that people actually wanna buy. Saved you 10 minutes.
if that's so easy, then how come other retailers can't do it?
@@Allen-L-Canada Simple =/= easy
@@maduross true
Plus size women?? I don't think so lol
9 times out of 10 I would avoid products promoted by influencers
Great to hear! I used to love A&F in college. With the decline of brick & mortar retailers of late, I was hoping they wouldn’t fall victim. Weird to think that my two kids can soon sport their clothing, as can I
Yesssss I loved this store. This store motivated me to lose weight and become healthy. Hopefully they bring back their old model. And make the store exclusive again. Bring shamming back!!
I love their rebrand, and I like them more now than ever. As a kid, it was a store I would ignore, but now, I love all their designs.
As someone who's seen the rise, peak, fall, rise again and countless rebrands of A&F, Franz Horowitz is the absolutely goat when it comes to retail leadership. She's honestly a legend for this. This brand was practically on life support before she took over. The curve love jeans line and taking off the branding was genius. I do buy their jeans whenever I can. They hold up really well. HOWEVER, the quality of everything else in the store has gone down dramatically. The clothing quality (at least for women) stopped being great around 2020. There are some quintessential things about A&F that I miss. Eurohouse music being one and dim lighting being another. I personally don't like the complete rebrand because it now feels like an H&M but it must mean I've grown out of the type of clothing they sell.
Do you think they can contiinue with the strong growth? I mean, the competitors can copy what they do. Does ANF have something (ie. Moat) that others can't imitate in the long-term?
Fashion is fashion. I goes up and down. Trends never stay the same. With the exception of certain luxury brands, clothing firms are a very unstable business and investment.
yeah, unless they have a strong branding moat.
Who would have guessed that customer centric designed products sell. What an insight…. that’s design thinking 101. Kudos to the CEO to change the company’s culture.
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I made the mistake of walking into a Hollister at the Dallas Galleria when I was 31. I was on "Terminal Leave" from the military meaning on my last paid vacation on the end of my enlistment, transiting from my base in the South traveling back to California, Spring of 2005.
Never had I felt so unwelcome in a store despite not being told outright to get out. The brand had no presence where I was posted, so I neither knew it or A&F. I bought one pair of distressed canvas board shorts. That's the last thing I ever bought from this brand. I've stayed with Banana Republic ever since. At least you can wear BR clothes to work.
Just so happens I've made a few purchases at AF this past few months as someone in their mid-30s. Feel like their style is more versatile now and caters to mature people too, instead of the previous skimpy teenage look. I got a few things that are pretty good options for work or weekend brunches. I also do like the quality. I still have some AF long sleeve shirts from years ago that are showing age but holding up so well.
I haven't been to one in ages, but thanks to this video, I will this weekend and check it out!
I feel like they’re clothing is still quality albeit maybe not quite as good as it used to be and definitely not as popular as it used to be. The CEO was deplorable in many ways but one thing he definitely understood was exclusiveness and making it more exclusive and more mysterious is part of what Drew everybody in their stores are still beautiful now however I dare say Back in their heyday. They were ahead of the time with their stores when you really think about it, their stores were much prettier than I would even say Apple stores back in the day now their stores are still attractive, but a lot of stores pretty much all of them in the mall at this point for the most part has Overhaul their stores to be a lot more appealing. It’s still nice to see that they are growing and doing well again I still like the brand, especially growing up with it and while I still wear a lot of their hoodies and things like that in the winter, I don’t think I bought anything from them in a few years because the few that we had closed down, but I would definitely love to stop into a store sometime and buy some stuff again.
Amazing comeback and STOCK/ Shareholders ASTONISHING P / E dividends !
Their designs became more mature, and their quality stayed while keeping prices reasonable. The new aesthetic of Abercrombie is akin to brands like ALD, Kithx etc which allows them to capture a market share of those that want that aesthetic but don't want to or can't afford ALD, Kith, etc. Very smart move imo and exactly what is in in fashion right now.
I never bought anything from them but then saw a TH-cam wear the cutest sherpa like shacket and I had to get it. It's great quality, soft on the outside AND inside and I'm in love with it.
Aritzia did it right in '98 and still is top in my opinion in Canada. American fashion brands could have learned something. Mass branding is still a good approach in large markets. The right mix of merchandise makes a big difference for sure.
Their old flagship store on 5th ave NYC used to be next to Prada and now it’s next to Zara, that should tell you everything about this rebrand…
Funny how the new CEO comes into the interview wearing Dior while representing A&F. Hilarious!
havent seen an ANF in 20yrs. Ours closed a number if years ago. i remember their clothes being a decent quality compared to other brands.
I still own Abercrombie from the 2000s….. that stuff doesn’t fall apart!
@@alejandromolinac I believe it !
That's why I've always liked their clothing. It's always been high-quality, with a more classic and casual style to it.
@@caseyadams1861 for sure.
Fascinating segment. Great reporting!
I love Abercrombie. my oldest brother shopped there back in the day he even had their catalogues
I still think it was way better back then.
I was pleasantly surprised by A&F since visiting in the last year since probably 2006-08' (High School). I wasn't their quintessential "type" back then, but they really seem to have made strides to improve their overall quality, fits and styles since then. The brand has definitely grown up with its millennial consumer base.
Wow, thật ấn tượng khi Abercrombie có thể vực dậy thương hiệu sau những năm tháng khủng hoảng. Video đã cho thấy rõ chiến lược marketing thông minh và việc tập trung vào sự đa dạng và bao dung đã thu hút khách hàng mới. Rõ ràng là việc thay đổi chiến lược và thích nghi với thị trường là chìa khóa cho sự thành công của họ. Mong chờ xem họ sẽ làm gì tiếp theo!
The quality of their clothes is top tier
I bought a '90s-made pair of A&F jeans at a flea market and I was surprised at how well-made they were. The lasted me another 5-6 years. Now, most jeans are thin and wear out quickly. I think the next jeans I buy will be Lee jeans. They're still made with thicker material.
Key to their profitability was moving away from being highly promotional. Deepest discount they usually offer is 15-20%, with the occasional 25%. Compare that to JCrew, Express, or Loft, who have trained their customers to wait for 40-50% storewide sales.
Moved away from the GAP model towards the Urban Outfitters model leveraging their market position
Superior in terms of quality and style compared to Uniqlo and Zara but basically at the same price point. Thats what makes them a great choice.
It's a shame the quality has absolutely plummeted though. It's shocking how much more in common the current A&F stuff has with outlet fast fashion labels than they do with pieces I own that are well over two plus decades old. Marketing is everything.
I still like their clothing overall, but the quality of their clothing was definitely unbeatable in the 2000s. Their t-shirt materials were very thick and well-put-together.
I feel like before, fashion was about loyalty to a brand, upholding the brand, and matching stuff from one brand. But I think the modern consumer doesn't care about the brand anymore; they just want a good-quality bargain regardless of what brand it's from. What do you think?
Agreed I think it’s hard for a brand especially clothing to keep an identity these days because it is so blended together where really all it is is casual or high-end at this point so it’s hard for each brand to distinguish themselves. They have to pick one or the other Abercrombie I used to always love because it was just casual clothing, but it was good quality nonetheless even though it was expensive and shopping. The new store was always a treat because especially back then they were ahead of the times with how beautiful their stores were, nobody could compare even now their stores are still on the higher end as far as looks in style goes although some brands have renovated to be pretty nice such as places likebanana republic, etc.
I remember walking into ANF stores and got attacked by the overly strong perfume/cologne smell. It was not very pleasant.
Abercrombie is soooo boooring since the rebranding! I wore it since 2007 and I honestly don't find anything 6-7 years ago and the quality has dropped too.
I would have never imagined as a former brand associate in its heyday (early 2000s) that A&F would be profitable again via a completely different market strategy… and yes, for those curious, the insane stories from that time are true
Am I the only one that actually enjoyed walking into their stores with that classic American / dark club-like atmosphere back in the days? The remodeled store layouts are just blah 😑
You get what you pay for, good quality. I actually have a t shirt from 20 years ago that still looks and feels great.
I have a 10 year old Jean Skirt I still wear and it looks great, $40 bucks well spent.
Ha! Me too! I got shorts and sweatpants from 18 years ago!
Their selection of jeans are super diverse and amazing.
They currently have more inclusive sizing, great quality, and a lot of good wardrobe basics. I’ve shopped there a lot this year!
never shopped there….as an older millennial….never was my style. i cringed walking into a store or walking by a store. but, good for the, for noticing their past mistakes and building a better brand.
Who would have known that there was this massive market for PLUS SIZE 😱 complete SHOCK 🙄
While I LOVE their rebranding, the only things that I would love Abercrombie to come back with is the moose logo on some of the shirts and for lighting of the stores, I do kinda miss the darkness and the music lol. Other than that I’ve been obsessed with their clothes and I’m really happy that they made a comeback
They have the small brown moose 🫎 on some of their shirts. Typically some t shirts and polos
Who remembers A&F in the 90s..Del Amo Mall..
Hollister clothes are really poor quality, and their return policies are crap .
that's why i love Uniqlo, Japanese quality
I have their clothes. Quality is very good for the price. Return policy is one of the worst.
The incompetence and corruption that runs through this administration are getting more ridiculous. I feel for people with disabilities not getting the help they deserve. Thank you Anna Contreras, imagine investing $1.5k and receiving $5k in 4 days.
Indeed nice!!! I got her contact this way from TH-cam with lots of recommendations...
Could you be kind enough to share her info???
Everyone needs a different stream of income, such as where one can invest some parts of his or her monthly income.
Thanks I will try getting her profile now!!!
I'm also one of the beneficiaries of Anna. Relying upon this administration is nothing but a total waste of time. So happy I gave it a trial after being skeptical of the process.
I have never stopped shopping there bc they have always used quality materials. It’s not just trendy . My pants and shirts hold up wash after wash 👍🏽
I am 27 and never thought ai would wear them again. My girlfriend saw a tiktok about the comfortable pants, we went in and i found a bunch of comfortable, sleek pants that were not ridiculously expensive.
Last time i went to Abercrombie it was stylish just sayin
I love how their apparel has changed to almost quiet luxury without screaming graphics and logos
Wow looks like a nice new pump! AI, NFT and Crypto collaboration looks like is in the future of A&F 😂❤
The last time I visited ANF store was 2010
Our local store is EMPTY, as in, NO CUSTOMERS. They obviously didn't get the memo.
don't worry, they'll be closing that shortly. there's so much minute to minute and daily data on all stores, they know, and they don't keep stores open that they don't need to. it's routine closures in places like that and openings in places where they can actually get foot traffic and sales.
As a PA resident, almost all the stores in the state closed their doors.
Merchandising, Merchandising! Where the real money is made.
The only reason why I go to Abercrombie is bc they have trousers that fit me and look stylish. I go to a preparatory charter school so I have to wear a uniform and before, I wore Dennis uniform pants and the polo shirt with the school crest. The problem was that the pants felt too tight even tho they weren’t tight it made it difficult for me to feel comfortable and it felt weird since it slims down towards the bottom of the pants and my torso is higher so I needed pants high rise and Dennis uniform didn’t provide that. I went to Abercrombie to find some trousers I loved then and it was high rise and I’m a 5’5 13 year old girl and Abercrombie seems to be tall-people friendly. So now I can go to school and any where wearing trousers and trousers style pants feeling confident and comfortable with the clothes I where. I have some sensory issues especially when it comes to clothing and Abercrombie’s pants are really a life saver.
Awesome. Good thing I have a blonde wig. Now all I need is a pair of blue contacts. Good thing I'm skinny, too. Wait for me, Abercrombiiiiiiiiieeeeeeee!!!!!!
sadly speak, the brand losts its character and cannot differentiate fr other apparels brand taking mid-30/40.
even more sad, the businesses is doing good with such an ordinary design and style. sth wrong with the society.
6:35, Kristen Dolan, the SVP, Growth Influential, doesn't know what a brand is because she says "9 out of 10 consumers trust influencers over brands." She gets a brand confused with marketing of said brand. She reminds me of SBF.
feel like she meant afliate marketing from influencers vs marketing from companies directly
@@agm771 I know what you’re getting at, but in my field as a brand specialist, most get branding confused with marketing. They also thinking branding is graphic design.
I wish they had free shipping and free returns. There aren’t any stores near me and those additional costs always deter me from shopping online. I don’t know what size will fit me best and don’t want to pay to return products because I can’t try them on in person.
❌Correction: 8:32, the numbers should be Gross Margins, not Profit Margins.
I didn’t really wear Abercrombie and Hollister at all before until around 2 years ago. I didn’t like the brands. Now I like Abercrombie. I want shop at H&M too because they made a pledge about helping the animals.
Thanks for the news. Good article.
I didn’t even know they were still around . Haven’t bought anything from them in 6 years
Their current items are stylish and cool! Prices are not bad either!
Perfect Valley Girl reporter for this story. Like, o.m.g.
Just grow with the fanbase you started with.
You forgot to mention that they've become a fast fashion brand
Do the stores still smell like they bathed all the clothes in cologne?
Not really! They are not the A & F we used to know. I love their clothing. It’s simple and great quality. No obnoxious logos!
@@lacyrussell7812 Thanks for the update. I haven't stepped foot in one since the 2000s. The rebrand sounds interesting!
Thankfully not
@@lifeloveplansNoted! Thanks
And so loud in there that you can’t hear yourself think?! LOL
Overpriced clothing
I never bought from them, but isn't their quality one of the best? Ik hollister is their more affordable brand
Not really if you buy when they have clearance
@@user-me1mv4vy9qthe quality is very good. I gave my niece my credit card and I wished I gave her a limit. Anyways, many years later, the jeans and sweaters are still very well and holding up. This is from a teenager and we know how they care for things.
Yeah I only buy stuff from them on clearance. Would never pay their full prices.
I purchased a Jean skirt from ANF over 10 yrs ago and it STILL looks sick. $40 bucks well spent. 🔥
Imagine that ceo with a monster face saying a&f was just for good looking people.
I really noticed Abercrombie on Tik Tok in 2021 and soon after their stocks took off
Фартит тебе конечно нереально! Такие заходы ловить просто ппц...
Sounds like the path Banana Republic took in the late 90’s early 2000’s , essentially making tasteful (albeit expensive) WORK clothes for GenX and younger Boomers .
They got rid of all the branding and just focused on making quality and clothing. I bought a few things online and was very satisfied.
The one store where I live feels like the brand has lost all its luster, like a shell of its former self. The mood and vibe are depressing when you walk in there.
All I recall was the weird techno playing in our local store.
That mall closed during covid.
I love this brand . American style.
While I love that they moved away from the giant, tacky graphics and logos, I really do miss their classic button ups, polos, and basic tees. Of all the brands I bought from, they definitely had the best fit and quality.
Prices are very low I always buy stuff on sale tees are going for $15 and they don’t print their brand on the clothes that turns you into a banner
Very wise CEO
They used to make the best cargo shorts. Sadly, they don't anymore
Literally wore a 23 year old pair yesterday. Still look fine.
@@jt203 Same Same, a ~24 year old genuine leather belt from them that I wore every day to a blue collar job JUST broke. Quality chit, they used to sell.
They used to make a lot of nice things ... Sadly, they don't anymore. They're too worried about public perception.
Ha! I got sweatpants and athletics shorts I bought in 2007….: they are all still in good condition….. even the waist string has decorative stitching!
I'm definitely not a fan of what they sell today. They should of kept the moose on the clothes.
The one at our mall left 😂😂😂 it couldn’t compete with American eagle who basically sells the same white boy clothes but more stylish
I keep seeing people raving about their jeans/denim, and I bought a couple of pairs to try and they're terrible. The thinnest, least durable feeling pocket bags, horrible off-gassing after opening the package, and they have the balls to charge similar prices to Lucky Brand and Levi's premium.
Navidia 🤓🤓👆
I laughed too
I love this country in Africa
Lies. No one trust “influencers” bc we know they say positive things in exchange for free items
It’s interesting to see straddle from a lean and mean fashion wear for “model-like” audiences to a more comfort-fashion for all kind of a strategy. Quite a bold one. Makes sense given that that’s most buyers today. Maybe that drives up top line and the assortment optimisation, cost cutting etc improves bottom line etc.
But I still fail to see the clear distinction or differentiation in this brand. Is it just the new product range and assortment itself ? Is it the newer store formats ? The influencer marketing channels ? What isn’t very assuring is that all other fashion brands can repeat more of the same that leaves Abercrombie without any real USP. It would be naive to just ride on revenue and stock market growth. All said and done it doesn’t seem like Abercrombie has done anything spectacular to warrant this position.
It’s a bit bizarre that something as straightforward as just a few basic tweaks and change up in strategy to focus on what the masses want, has resulted in this success. If only retail was that simple 😅
Their market didn't shrunk, it shrank.
It is a completely different store then the one I knew in the 2000 and 2010's. Clothes seem to be good quality and not crazy over priced on most stuff. The Fierce scent is forever my favorite.