Abercrombie & Fitch is winning over Gen Z and Millennials with a completely revamped look. Growing up, Millennials remember walking into the dark, loud, caves that were the Abercrombie & Fitch stores at their local mall. But all that coughing from overly sprayed perfume and anxiety around shirtless men is over now—and young consumers are into it. This year, A&F was a key destination for holiday shopping; the brand’s redesigned clothes ditched logo hoodies for more classic and chicer looks like bodysuits and faux leather pants, that brought the hashtag #AbercrombieHaul on TikTok to 188.5M views. Despite the Netflix documentary exposing their previous missteps, the brand is committing to Gen Z and Millennials by not only changing the style of their clothing and stores, but by changing how they present themselves, making more inclusive sizes, and advertising diverse models. YPulse’s Representation in Action trend research shows featuring diverse models / actors in advertising is one of the top things brands can do to reflect diversity and be inclusive. (CNN)
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