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

FortuneWednesday, October 15, 2025 at 7:38:22 PM
The CEO behind Abercrombie & Fitch’s turnaround says the retailer isn’t chasing ‘cool’—it wants to be a ‘lifestyle’ brand instead
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.
— Curated by the World Pulse Now AI Editorial System

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