A post shared by Abercrombie & Fitch (@abercrombie)These days, A&F has a female CEO, Fran Horowitz, and has cleaned up its image. “We’re focused on inclusivity - and continuing that transformation is our enduring promise to you, our community.
Always forward,” reads a typewritten message on the company’s Instagram feed. The caption below adds: “We want to be clear that the recently released documentary is not reflective of who we are now.
We own and validate that there were exclusionary and inappropriate actions under former leadership.”All the touchy-feely marketing in the world is unlikely to convince a new generation to shop there.
There are cheaper, cooler, kinder places to buy polo shirts and vest tops.The least woke brand in the world has fallen permanently out of fashion - not because of its clothes, but because of its policies, which don’t align with its Gen Z target market.
Read more on telegraph.co.uk