The CEO behind Abercrombie & Fitch’s turnaround says the retailer isn’t chasing ‘cool’—it wants to be a ‘lifestyle’ brand instead
PositiveFinancial Markets

The CEO of Abercrombie & Fitch is steering the brand away from merely chasing 'cool' trends and instead focusing on becoming a 'lifestyle' brand. This strategic shift is significant as it aims to attract a broader audience and foster deeper connections with consumers. By partnering with major players like the NFL and Macy's, the retailer is positioning itself for sustained growth and relevance in a competitive market.
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