How Abercrombie & Fitch Is Using Tiktok To Reach Former Customers

Many millennials and older Gen Zers will remember the smell and feel of an Abercrombie & Fitch circa the 2000s. The music was loud, the lights were low, and the cologne was strong enough to make your mom wait outside. But the overstimulation could not outmatch the thrill of walking out with a moose T-shirt in a torso-laden shopping bag (assuming you found a shirt in your size).

These days, Abercrombie & Fitch looks and feels quite different: Stores are a little less dark, sizing and model representation are more inclusive, and the moose has all but disappeared. It’s all part of a massive rebranding effort that began in 2017, under the leadership of CEO Fran Horowitz, to cast aside some of the brand’s past blunders. Read more at Morning Brew.