Greenscreen brand case study analysisfrom @guacandpico

Transcript

Street Journal just published this video: How Jeans for Millennials Helped Revive Abercrombie and Fitch Stock. The Cut published this article last week: The Unbranding of Abercrombie, tier problematic mall rank, pulled off the most exciting makeover in American retail. So how did they go from this to this? The CEO is Fran Horowitz. These returns are crazy. Since she's been the CEO, the stock is up 49.3%. During that same time period, the S and P 500 was up only 14.5%. I mean, this turnaround, absolutely insane. One of the things that they talked about in the video and articles was the shift in focus from the teenage customer to millennials. Obviously, a portion of this tier were legacy Abercrombie customers, like, back in the day during its heyday. Kind of returning to their roots a little bit by way of target audience, also changing their inventory strategy. Shifting away from brick and mortar towards retail, digital actually comprises 50% of their sales, and they're outpacing pretty much everybody in the category, apparently, on that front, at least. Dripped out logos focused on denim, refocused on denim, refocused on higher quality, supposedly. They're more trendy. They're specifically trying to serve the female, like, young millennial, I think up until early forties, they said. Think about the wedding shop, the athletic line. Also, because so much of their customer activity is happening digitally, they're able to track and, like, create these customer profiles, which they can then deliver hyper targeted messaging to said customers, thus, like, driving greater sales. One thing the video actually noted was a concern surrounding the audience in that what millennials wear, Gen Z generally thinks is not cool, which that's totally fine. I understand completely. So there is a concern that as this audience, like, ages up, are they gonna be interested in Abercrombie at least in the same way that their young millennial counterparts are?