--:-- [Theme music fades out]
--:-- Noel King: Welcome to Today Explained. I'm Noel King.
--:-- Sean Rameswaram: And I'm Sean Rameswaram.
--:-- Noel King: Today, we're talking about Abercrombie and Fitch, the iconic American clothing brand that's been around for over 130 years.
--:-- Sean Rameswaram: Yeah, and it's had a pretty wild ride. From its heyday in the 90s to its downfall in the 2000s, and now, it's back on the rise.
--:-- Noel King: That's right. And to help us understand how it's managed to make a comeback, we're joined by Elizabeth Segran, a senior writer at Fast Company.
--:-- Elizabeth Segran: Thanks for having me.
--:-- Noel King: So, Elizabeth, let's start with the basics. What's the story behind Abercrombie and Fitch?
--:-- Elizabeth Segran: Well, Abercrombie and Fitch was founded in 1892, and it was originally a outdoor clothing brand that catered to the wealthy. It was known for its high-quality products and its iconic logo.
--:-- Sean Rameswaram: That's right. And it was a staple of American fashion for decades.
--:-- Elizabeth Segran: Exactly. But in the 90s, the brand underwent a major transformation under the leadership of CEO Mike Jeffries.
--:-- Noel King: Ah, Mike Jeffries. He's a fascinating figure. What was his vision for the brand?
--:-- Elizabeth Segran: Well, Jeffries wanted to create a brand that was all about exclusivity and sex appeal. He wanted to make Abercrombie and Fitch the go-to brand for young, attractive people who wanted to be part of the "in crowd."
--:-- Sean Rameswaram: And that's when the brand started to get into trouble, right? With its racist and sexist marketing campaigns?
--:-- Elizabeth Segran: Yes. The brand faced a number of scandals, including a lawsuit over its hiring practices and a Supreme Court case over its treatment of a Muslim employee.
--:-- Noel King: Wow. That's a pretty dark chapter in the brand's history.
--:-- Elizabeth Segran: Yes, it was. But in 2019, the brand underwent a major transformation under new leadership.
--:-- Sean Rameswaram: And that's when things started to turn around, right?
--:-- Elizabeth Segran: Exactly. The new leadership team, led by CEO Fran Horowitz, made a conscious effort to shift the brand's focus away from exclusivity and towards inclusivity.
--:-- Noel King: And how did they do that?
--:-- Elizabeth Segran: Well, they started by revamping the brand's aesthetic. They got rid of the old logo and introduced a new, more diverse cast of models.
--:-- Sean Rameswaram: And they also expanded their size range, right?
--:-- Elizabeth Segran: Yes, they did. They now offer sizes up to 32, which is a huge departure from their previous size range of 10.
--:-- Noel King: That's amazing. And it seems like it's paid off. The brand's sales have been skyrocketing.
--:-- Elizabeth Segran: Yes, they have. In fact, last year, Abercrombie and Fitch was the best-performing stock on the S&P index.
--:-- Sean Rameswaram: Wow, that's incredible. And what do you think is behind the brand's success?
--:-- Elizabeth Segran: I think it's a combination of factors. First, the brand has managed to tap into the current cultural moment, which is all about inclusivity and diversity.
--:-- Noel King: And second?
--:-- Elizabeth Segran: And second, the brand has managed to create a sense of community among its customers. They've done a great job of engaging with their fans on social media and creating a sense of belonging among their customers.
--:-- Sean Rameswaram: That's really interesting. And finally, what do you think is the takeaway from Abercrombie and Fitch's story?
--:-- Elizabeth Segran: I think it's that even the most troubled brands can turn things around with the right leadership and a clear vision.
--:-- Noel King: Well, Elizabeth, it's been great talking to you.
--:-- Elizabeth Segran: Thanks for having me.
--:-- [Theme music starts playing]
--:-- Noel King: And that's it for today's show. Thanks for listening to Today Explained.
--:-- Sean Rameswaram: And if you want to learn more about the story behind Abercrombie and Fitch, check out Elizabeth Segran's article on Fast Company.
--:-- Noel King: And if you want to support Today Explained, become a Vox Member today.
--:-- Sean Rameswaram: Thanks for listening!
--:-- [Theme music continues to play as the episode ends]
