Modern MBA

The Resurrection of Abercrombie (2023x5)

Yayınlanma tarihi: Nis 19, 2023

From the 80’s to 2000’s, Abercrombie was the prom king of American fashion - the cool and preppy brand of choice for teens and young adults. You couldn’t miss when someone was wearing Abercrombie. While wearing Abercrombie was a statement, going into Abercrombie was an adventure. To impressionable adolescents, Abercrombie stores were uniquely alluring with dim lighting, musky cologne, blaring music, and floor-to-ceiling wallpapers of sculpted men. Yet as the shopping mall died, e-commerce grew, social media helped widen perspective and styles, competition intensified with fast fashion like Uniqlo, ZARA, H&M, Forever 21 and athleisure like Lululemon, Athleta, Nike entering the scene. Controversial statements from the CEO only reinforced the perception of Abercrombie as an outdated, exclusionary, over-sexualized brand built on teenage-angst. In less than a decade, Abercrombie went out-of-style. The PR crisis, widespread disapproval, and declining consumer popularity had many pre