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The old Abercrombie & Fitch’s mountain of controversies was big enough to fill an entire 2022 documentary. But the new Abercrombie & Fitch is a different story.
Over the last few years, the brand has made an incredible comeback. In 2023, Abercrombie was the best performing stock in the entire S&P Index. It has revamped its products, become more inclusive and largely shed the negative reputation it cultivated in the ‘90s and 2000s.
CEO Fran Horowitz, who has been at the company since 2014, has played an integral role in Abercrombie & Fitch’s return to dominance. But, she said, there was “no silver bullet” and that the transformation did not happen overnight.
“I helped shift the organization to focus on centering the customer in all of our decision-making and really listening,” Horowitz said. “Through those insights, we realized we had an opportunity to redefine our brands, solidifying Hollister as a global teen brand and repositioning Abercrombie & Fitch to target 20-somethings who look to the brand today for many wearing occasions — whether they’re traveling for a long weekend, attending wedding festivities or needing an office-approved look that can transition to a night out.”
Horowitz said Abercrombie is no longer a “jeans and T-shirt brand,” citing some of the company’s recent changes like opening a wedding shop and partnering with the NFL. Six straight quarters of double-digit revenue growth has made Abercrombie confident that its holiday season will only add to its success.
For Horowitz, who celebrated her 10-year anniversary with the brand this year, revitalizing the company has been a crowning achievement.
“What I’m most proud of is how we have turned these iconic brands around,” Horowitz said. “It has been the greatest highlight of my career. Following a defining 2023, 2024 has been a year of building on the momentum.”
