Over the last decade, Abercrombie & Fitch pulled off one of retail’s greatest comebacks, transforming from a dying mall brand into a Wall Street darling. Its stock surged 24% on May 29th after reporting yet another strong quarter. But the turnaround didn’t happen overnight. Watch the video above to learn more about how CEO Fran Horowitz changed the business and defeated competitors like Gap, Banana Republic, American Eagle Outfitters and Urban Outfitters.
Chapters:
0:00 Introduction
1:15 Chapter 1 – Product
4:15 Chapter 2 – Rebrand
7:10 Chapter 3 – Footprint
8:35 Chapter 4 – What’s ahead
Produced by: Gabrielle Fonrouge
Edited and Shot by: Ryan Baker
Camera by: Andrew Evers
Animation by: Josh Kalven
Senior Managing Producer: Tala Hadavi
Additional Footage: Getty Images
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How Abercrombie Pulled Off One Of Retail’s Biggest Comebacks
