JOURNAL ARTICLE

The CEO behind Abercrombie & Fitch's turnaround says the retailer isn't chasing 'cool'—it wants to be a 'lifestyle' brand instead.

  • Published In: Fortune.com, 2025. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Wahba, Phil 3 of 3

Abstract

The article focuses on Abercrombie & Fitch's transformation under CEO Fran Horowitz, who has shifted the brand's strategy from being a trendy tastemaker to a long-lasting lifestyle brand. After facing a decline due to controversial marketing and management practices, Horowitz implemented changes in 2017 that included improving clothing quality and allowing employee input. As a result, the company's sales nearly doubled to $2.6 billion between 2019 and 2024, with both Abercrombie & Fitch and its sister brand Hollister thriving. A key part of Horowitz's strategy includes new partnerships, such as with Macy's and the NFL, aimed at expanding customer acquisition and brand awareness, particularly among female NFL fans. [Extracted from the article]

Additional Information

  • Source:Fortune.com. 2025/10, pN.PAG
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2025
  • Accession Number:188721774
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