The Abercrombie Revival: A Masterclass in Brand Reinvention

Inside Retail

Abercrombie & Fitch was once known as the dimly lit store with its signature scent, which eventually lost touch with its college-age audience. However, under the guidance of a new CEO the brand has undergone a remarkable transformation.

In this episode, A&F’s Chief Product Officer, Corey Robinson, joins Grace Hill for a deep dive into the strategy behind the critical shift from telling customers what to buy, to listening to what they actually want.

Corey explains what it means to be truly customer-centric, how they created product offerings that no longer relied on the infamous moose logo, and how they’ve completely overhauled both the brand image and the business.

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