The Comeback Kids: How Abercrombie Won Young Consumers (Again)

Abercrombie & Fitch was an iconic '90s/'00s brand that faced challenges after the recession and changing Millennial values. By embracing research and customer-centricity, A&F staged a comeback resonating with Gen Z and reigniting Millennial nostalgia. Tracking attitudes of Gen Z and Millennials, A&F regained relevance and propelled itself to new heights. The success stories showcase A&F's resurgence among young consumers.

Co-presented with Nicole Berg, Senior Director, Abercrombie & Fitch Consumer Insights