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Op-Ed | How to Save Abercrombie

While losing ground to competitors, Abercrombie & Fitch still has tremendous brand potential. But to get things back on track, the company must adjust its approach to product, merchandising, marketing and retail, argues Marcellus Neel.

Models in front of an Abercrombie & Fitch store | Source: Flickr

By

Marcellus Neel

22 May 2014

I remember thumbing through Abercrombie’s “magalogues” and being excited, fascinated and motivated by the lifestyle — yearning to be as happy and desired as the models it portrayed. The brand gave context to American teens of the 1990s and early 2000s and, for a time, offered a powerful and holistic brand experience. The website alone, with its short films and music downloads, encouraged real lifestyle immersion.

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