Abercrombie’s worst nightmare is back. But its customers have moved on
CNN
Abercrombie & Fitch has spent years trying to scrub the memory of longtime former CEO Mike Jeffries and the associated sexualized marketing campaigns with shirtless male models that he crafted.
Abercrombie & Fitch has spent years trying to scrub the memory of longtime former CEO Mike Jeffries and the associated sexualized marketing campaigns with shirtless male models that he crafted. Since Jeffries exited as CEO in 2014 after more than two decades, Abercrombie ditched the perfume-drenched stores, models and logoed sweatshirts that defined the brand during his tenure. The brand made these moves to appeal to customers that had turned away from Abercrombie. “We are a positive, inclusive brand, with a nice sensibility, very different from what they encountered in the past,” Fran Horowitz, now Abercrombie’s CEO, said in 2016. Today, Abercrombie’s stores are lighter than they once were and its clothes are looser. The brand has become known for its (logo-less) basics, loungewear and jackets. Instead of trying to dress high schoolers for class, Abercrombie tries to outfit adults for everything from the gym to happy hour. The strategy to move away from Jeffries has worked. Abercrombie’s sales have grown and its stock has increased more than 400% since Jeffries stepped down as CEO. Jeffries’ indictment Tuesday, along with his romantic partner and an associate for allegedly operating a sex trafficking ring while he led Abercrombie, shows how Jeffries’ shadow still hangs over the brand he built into a cult favorite of teens.
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