A&F: Problematic and Successful

In this episode, I talk about the most loved and hated brand of the 2000s: Abercrombie & Fitch. We touch on the recent Netflix documentary and get into my personal experience having working in the store in the late 2000s, perspective on Abercrombie’s mall/brand/selling culture, how A&F managed to successfully rebrand after being a complete dumpster fire, why traumatized Millennials and unknowing Gen Z alike still buy their clothes now in 2022, what A&F’s goals are going forward, and how to decide if companies like these with problematic pasts, leadership, etc. are worth supporting. 4:30 Mall culture, brand culture, and selling culture of Abercrombie (or lack thereof) 7:36 How I started working there and what my experience was like 8:52 The sexualized visual representation and aesthetic of the brand 11:26 The exclusionary brand standards, what being “brand” means 14:48 Why/when A&F started declining and the overall retail landscape 18:57 How A&F successfully rebranded 23:15 A&F’s business goals moving forward 28:50 How to evaluate where you want to shop based on your values My Spotify Playlist, 2008 Gilly Hicks actual playlist https://open.spotify.com/playlist/3u0JGMJYz6O8NGtOhFdOzP?si=2ccec1ef16284d22 Connect with Nic TikTok: https://www.tiktok.com/@nicoletremaglio Instagram: https://www.instagram.com/nicoletremaglio Twitter: https://www.twitter.com/nicoletremaglio Special Thanks 💖 Artwork by @hmdraws_ Music by @egmusicnyc Video by @valentinareyes9 YouTube CC available in English and Español Episode Transcript: https://www.nicoletremaglio.com/transcripts/episode-10 #abercrombie #abercrombieandfitch #hollister #abercrombienetflix #00sfashion