Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Abercrombie Rebuilt Its Brand from Exclusion to Inclusion
In this episode of Building Brands with Fexingo, Lucas and Luna unpack Abercrombie & Fitch's decade-long brand reinvention. Once infamous for exclusionary marketing and dated mall aesthetic, Abercrombie under CEO Fran Horowitz and creative director Corey Darby quietly restructured everything: they killed the logo-heavy apparel, ditched the half-naked models, and refocused on quality fabrics and inclusive sizing. The result? By 2025, Abercrombie's revenue hit $4.5 billion, driven by a new core customer — women in their late 20s and early 30s buying 'quiet luxury' pants and…
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