The CEO behind Abercrombie & Fitch’s turnaround says the retailer isn’t chasing ‘cool’; wants to be a ‘lifestyle’ brand instead
As counterintuitive as it might seem, being trendy can be a curse for a clothing brand. Abercrombie & Fitch for years was a trendy tastemaker that told customers what was cool, not the other way around, and it worked. Until it didn’t. A decade ago, the ‘it’ brand of the 2000s and early 2010s crashed. … Read more