How Abercrombie & Fitch’s CEO is Reimagining ‘Cool’: Insights from the Retailer’s Remarkable Turnaround

As surprising as it may sound, being trendy can backfire for clothing brands. Take Abercrombie & Fitch, for instance. Once the go-to brand for cool kids in the 2000s, it lost its spark when customers grew frustrated with its provocative marketing and a dismissive attitude towards anyone deemed not “cool enough.”

When Fran Horowitz took over as CEO in 2017, her main task was rebuilding the brand. She moved away from the strict management style of her predecessors. Instead, she encouraged input from everyone at the company. She improved clothing quality and decided not to chase fleeting trends.

“Cool is a tough word,” Horowitz told attendees at a recent Fortune event. “We’re focusing on being a lasting lifestyle brand that people can wear for years.” This approach mirrors designer Ralph Lauren’s belief: he doesn’t aim to be overly trendy.

And it worked. Abercrombie’s sales nearly doubled from 2019 to 2024, reaching approximately $2.6 billion. Hollister, once struggling, saw a revival too. Together, they’ve projected sales exceeding $5 billion this year.

Now, the challenge is maintaining this momentum. One strategy is forming new partnerships. For example, Abercrombie Kids recently began selling clothing at Macy’s. Additionally, the NFL chose Abercrombie as its first-ever fashion partner, offering gear like mesh tees and stylish sweaters for all 32 teams.

This NFL collaboration is significant. It opens the door to millions of fans, half of whom are women. Horowitz points out that women’s NFL merchandise has often been overly feminine, filled with “pink and sparkly” options rather than sophisticated attire they want to wear on game days.

“The opportunity for us is huge,” Horowitz says. “We want to reach women fans who haven’t been well represented.” This shift could help Abercrombie connect better with this audience and expand its brand presence.

Interestingly, the rise of casual and athleisure wear in recent years has influenced these decisions. A 2023 survey found that nearly 70% of consumers now prefer comfortable clothing over purely fashionable options. Brands like Abercrombie are adjusting to these preferences by prioritizing comfort alongside style.

Overall, Abercrombie & Fitch’s journey showcases the balancing act required for modern brands: staying relevant without succumbing to the whims of ever-changing trends.



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