How Abercrombie & Fitch went from proudly exclusionary to surprisingly inclusive - The ... - 0 views
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One of the most important realizations she made was that Abercrombie needed to graduate from high school and target a new consumer — the young millennial. Horowitz wanted Abercrombie to be the place to shop for everything you’d throw in a carry-on for an ideal four days away. (You may notice A&F is not selling anything to wear to the office.)
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Horowitz also prioritized the unsexy but critical work of just making the clothes nicer. The company invested in better fabrics, zippers and buttons. They expanded sizing; women’s denim now comes in sizes 23-37, extra-short to long.
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And when it came to jeans — one of the products Abercrombie was best known for back in the day, and the item that can turn a doubter into a devotee — they went into research and development mode with a focus on fit. For Curve Love, the goal was twofold: eliminate the waist gap in jeans that are snug in the hips, and come up with a fabric with enough stretch to flatter without sacrificing the “design character” that makes jeans feel like denim and not leggings.
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