If I had a time machine, I’d go back to just two years ago, Q2 2022, and buy ANF stock when it was still under $20. Now, it’s hovering around $150, and some analysts are calling it the “comeback of the decade.” In 2016, the brand was considered “America’s most hated retail brand” by the American Customer Satisfaction Index. So, how did the company rise from the ashes to become a major success today?
I’m convinced that part of the answer lies in their digital strategy. Samir Desai, Chief Digital and Technology Officer, said, “The Abercrombie and Fitch Company business through COVID saw their business become 50%, almost 60% digital, so a big spike in digital.” As we’ll see in this brief overview, the company is doing a lot of things right. Let’s review their sales channels, policies, and marketing initiatives.
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