In the late 1990s and early 2000s, Abercrombie & Fitch was the hottest teen clothing brand. Kids would flock to their local mall to get the expensive, moose-emblazoned apparel. But then, after a series of controversies and a change in fashion, the brand seemingly lost its edge. WSJ’s Katie Deighton reports on how Abercrombie & Fitch revived itself and embraced millennial women.
Further Listening:
- Shein Took Over Fast Fashion. Then Came the Backlash.
- The Unraveling of Stitch Fix
- Old Navy Tried to Make Sizes for All. It Backfired.
Further Reading and Watching:
- How Jeans for Millennials Helped Revive Abercrombie & Fitch Stock
- Abercrombie & Fitch Is Reaping the Rewards of Taking Adult Women Seriously
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