How Embracing Diversity Changed the Game for Abercrombie

Were you one of the “cool” kids in high school, wading through a cologne-filled store just to grab the latest Abercrombie & Fitch jeans? For years, the brand was synonymous with exclusivity—aspirational, but not always accessible.

Then, the tide turned.

Abercrombie & Fitch’s image took a major hit in the early 2000s when its narrow marketing approach came under scrutiny. Critics called out the retailer for a lack of representation in advertising and hiring practices that reinforced exclusion rather than inclusion. The backlash was swift, and sales declined as younger consumers sought brands that better reflected their values.

Fast-forward to today: Abercrombie & Fitch has overhauled its branding, committing to inclusivity in both messaging and merchandise. Its transformation has not only reshaped public perception but also driven a resurgence in consumer interest. Here’s how the retailer turned things around.

Acknowledging the past

Abercrombie & Fitch knew it needed a change.

The company had built an empire on exclusivity—glossy ads featuring only a certain type of model, store employees who looked the part, and a sizing strategy that alienated many customers. The brand’s former CEO even made statements reinforcing the idea that Abercrombie & Fitch was meant for a “certain” kind of customer.

When public opinion shifted, Abercrombie & Fitch made a strategic pivot: It admitted its past mistakes.

Acknowledging missteps in branding and hiring, the retailer committed to redefining its image to better reflect the diverse world it was serving. This wasn’t just about making a statement—it was about long-term, structural change.

Revamping brand image and messaging

One of the most visible changes has been in Abercrombie & Fitch’s branding.

Gone are the hyper-filtered, monochromatic marketing campaigns that promoted an unattainable ideal. Instead, the company has introduced a more inclusive and diverse advertising strategy featuring models of different ethnicities, body types, gender identities, and abilities. This shift aligns with a broader industry trend: consumers expect brands to reflect real people.

Abercrombie & Fitch’s social media now champions authenticity, embracing unfiltered content and diverse voices. The message is clear: this brand is for everyone.

Inclusive product lines

Abercrombie & Fitch didn’t stop at imagery—it made inclusivity tangible.

The brand expanded its product lines to offer a broader range of sizes, recognizing that fashion should be accessible to all body types.

Previously, Abercrombie & Fitch’s sizing stopped at a limited range, leaving many consumers out of the conversation. Today, the company provides more inclusive fits, ensuring that a wider audience can find clothing that works for them.

Additionally, Abercrombie & Fitch has adapted its designs to be more versatile, moving away from its rigid preppy aesthetic to embrace styles that appeal to various fashion preferences.

Store experience and employee training

Abercrombie & Fitch’s transformation extends beyond its products—it’s also reflected in the in-store experience.

The retailer revamped its hiring and training policies to ensure staff members create a welcoming atmosphere for all customers. Diversity training programs help employees provide respectful and inclusive service, fostering an environment that matches the brand’s new identity.

Store layouts have also evolved, moving away from the overwhelming, dimly lit spaces filled with strong cologne and curated exclusivity. The goal? A more inviting, accessible shopping experience that caters to a diverse clientele.

Community engagement and social responsibility

Abercrombie & Fitch’s commitment to diversity isn’t just about marketing—it’s backed by action.

The retailer has partnered with organizations that support underrepresented communities, reinforcing its commitment to meaningful change. Initiatives include:

• A partnership with A21, an anti-human trafficking organization, to raise awareness and funds.
• Collaborations with The Trevor Project and GLSEN, which support LGBTQ+ youth, generating hundreds of thousands of dollars through customer donations.
• Participation in awards programs recognizing European companies championing diversity and inclusion.

This approach signals that Abercrombie & Fitch isn’t just trying to correct past mistakes—it’s actively working to foster a more inclusive future.

Measuring success and looking ahead

Abercrombie & Fitch’s reinvention has not gone unnoticed.

The brand’s sales have rebounded, with increased engagement from a broader audience. Its campaigns receive praise for representation, and younger consumers, particularly Gen Z, have responded positively to the shift in branding.

The key takeaway? Diversity isn’t just good PR—it’s good business.

As the retail landscape continues to evolve, Abercrombie & Fitch’s ability to adapt and innovate will determine whether its transformation has lasting power. If its recent trajectory is any indication, the brand is well on its way to a new era of sustained relevance.

Cut to the chase

Abercrombie & Fitch went from exclusionary to inclusive, and it’s paying off. By embracing diversity in marketing, product offerings, hiring, and social impact, the retailer has revived its brand and connected with a new generation of consumers. The lesson? Authentic inclusivity isn’t just the right move—it’s the smart one.