Many will remember the smell and feel of an Abercrombie & Fitch circa the 2000s. These days, Abercrombie & Fitch looks and feels quite different: Stores are a little less dark and sizing and model representation are more inclusive. Abercrombie reported that Q4 2021 was its “best social-selling quarter ever,” with sales from social media up “triple digits” from the year before.

This whitepaper examines how Abercrombie changed its brand image from exclusive to inclusive, met their target demo where they are, and used influencers of all types to gain a new (and renewed) customer base and audience.