Embracing Inclusivity and Diversity

A&F has made significant strides in promoting inclusivity. The brand’s “Curve Love” denim line and extended sizing options now cater to more diverse body types. A&F also fosters diversity through its marketing campaigns and collaborations with diverse models, ideas and collaborators. 

In 2023, A&F ​collaborated with Harlem’s Fashion Row and designer Nicole Benefield to launch a limited-edition capsule collection. This partnership reflects A&F’s ongoing efforts to support designers of color and offer fashion that resonates with a broader, more diverse audience.

Digital Innovations: In-App, Social Media and Customer Engagement

Abercrombie & Fitch’s app delivers a personalized shopping experience. Standout features include an AI stylist recommending outfits, a robust loyalty program (myAbercrombie) with gamified rewards and a ‘Scan to Shop’ tool that bridges in-store and digital shopping. Users also get early access to new collections and exclusive promotions.

The app also features a ‘This or That’ option, where customers can compare two items and share them with friends to get help deciding which one to buy.

The brand uses influencer partnerships and UGC on TikTok and Instagram to create an authentic, relatable brand image. Direct, shoppable content and brand awareness campaigns help drive engagement.

A&F’s social media strategies have successfully connected them with Gen Z and young millennial consumers: they create content focused on authenticity, inclusivity and self-expression. The brand also engages with trends in real time—whether through TikTok challenges, behind-the-scenes content or interactive Q&As on Instagram. These efforts allow A&F to speak the language of its younger audience while keeping the brand top of mind in Gen Z’s favorite digital spaces. 

The dialogue doesn’t stop at content creation; A&F responds to comments, shares customer posts and invites feedback, creating a sense of inclusion and shared identity beyond shopping. These platforms are more than just marketing channels—they foster community and two-way engagement. 

Data-Driven Personalization and Customer Feedback

The brand uses data analytics to personalize the shopping experience, offering tailored product recommendations and messaging based on customer behavior and preferences. This personalization strengthens loyalty and makes each interaction more meaningful.

A&F also actively integrates customer feedback into product development and marketing. From online reviews to social media interactions, feedback is used to refine offerings and ensure the brand stays relevant and aligned with its audience’s needs.

Sustainability and Ethical Practices

A&F has taken steps to improve its sustainability and ethical practices, recognizing that today’s consumers care as much about a brand’s values as they do its products.

• Supply chain adjustments: The brand has worked to reduce environmental impact and use more responsible sourcing. This includes shifting to more efficient manufacturing partners, reducing overproduction and limiting sourcing of materials and services in only one region.
• Sustainable materials: A&F has introduced collections made with eco-friendly materials, such as recycled fabrics and organic cotton, and is increasingly transparent about its production methods and materials. The brand also emphasizes durability over disposability, encouraging customers to invest in long-lasting quality pieces.
• CSR reporting: A&F transparently shares its sustainability initiatives, outlining environmental goals, labor practices and supplier standards.

A&F provides clear, accessible information about its sustainability efforts on its website, offering customers a transparent look into the brand’s environmental and ethical commitments.

Overcoming Challenges for Continued Growth

In the 2010s, A&F faced the task of rebuilding its reputation while simultaneously regaining customer loyalty. Internally, this meant a full cultural reset: overhauling leadership, redefining brand values and reimagining everything from store design to hiring practices.

• Rebuilding its reputation: A&F worked to win back public trust by embracing transparency, listening to customer feedback, and making inclusivity a central focus in its marketing, product design, and partnerships.
• Modernize operations and marketing: To keep up with shifting strategies and customer expectations, A&F invested in digital transformation—adopting data analytics, building out its ecommerce infrastructure and developing a strong, authentic social media presence. 

By embracing vulnerability, evolving with the times and backing up its rebrand with substantive action, Abercrombie & Fitch reemerged as a relevant, values-driven brand. Its transformation serves as a compelling example of how legacy retailers can reinvent themselves when they put the customer—and accountability—at the center of their strategy.

A&F’s Transformation Has Yielded Growth:​

A&F’s transformation has revolutionized sales and brand reputation:

• Financial Performance: In March 2025, A&F reported a 17% increase in like-for-like sales and a 53% rise in operating profit, with shares tripling in value.
• Brand Perception: Compared to negative sentiments of the brand in the 2000s, in 2022, 31% of people aware of Abercrombie were reported to like the brand. 

Abercrombie & Fitch’s successful rebranding underscores the power of inclusivity, customer engagement and adaptability in modern retail. By aligning its values with those of today’s consumers, A&F has revitalized its brand and set a precedent for others in the industry.

Want to learn how other top brands are driving growth and innovation? Join us at the CommerceNext Growth Show this June 24-26 in NYC.