If you're a millennial like me, you probably remember that walking into Abercrombie and Fitch as a teen felt more like walking into a private club than a clothing store at the mall.
Wooden blinds covered the windows, and the store was so dimly lit that you could barely see what was inside. A shirtless male model probably greeted you at the entrance and you couldn't help blushing as you averted eye contact. The scent of cologne punched your nose with sandalwood and musk. Loud music reverberated from the overhead speakers.
Back then, Abercrombie was the coolest brand.
But then, millennials grew up. We had jobs to go to and weddings to attend. There were fewer occasions to wear a plaid flannel or a T-shirt with a giant moose. Abercrombie's cool-kid, preppy style became outdated while consumers desired more inclusive and authentic marketing from the brands they loved.
Twenty years later, Abercrombie conjures up new sensations for its millennial customers. Under the leadership of Fran Horowitz, who's been the brand's CEO since 2017, Abercrombie has undergone drastic changes. The revamped stores are brightly lit and minimalist, the music is subtle, the air is free of heavy cologne, and instead of T-shirts stacked at the front of the store, you'll see dress pants and "grandmacore" sweaters.
Newer designs and strong marketing have caught older shoppers' attention. It has made "people take another look at the brand and, when they did, they liked what they saw," Neil Saunders, the managing director of GlobalData Retail, told BI.
In a November earnings call, Horowitz told investors that customers range in age from their late teens to their 40s. "We're seeing a very varied customer in our stores, which is super exciting," she said.
The brand's transformation successfully recaptured millennials. Abercrombie had a blockbuster year in 2023. Revenues were up by 30% and the company is on track to reach $4 billion in 2023. Abercrombie's stock was up by more than 285%, beating out the software company Nvidia.
In January, Abercrombie increased its fourth-quarter sales and its 2023 outlook. According to a press release, the company expects women's apparel to achieve its highest-ever fourth-quarter sales.
I've visited Abercrombie and Fitch stores to see why millennials have fallen back in love with the clothing brand.
-Jennifer Ortakales Dawkins