Abercrombie & Fitch went from a $760 million company to $5.4 billion in 16 months by hiring a new CEO and pivoting to TikTok. The brand repositioned itself around a "long weekend" lifestyle for young professionals, and their hashtag hit over 300 million views. A complete reversal from its old reputation.
Abercrombie just made $5.4 billion. How? Operation Take Over TikTok. The brand was known in the early 2000s for their dim lighting and loud music and that ridiculously strong cologne and that moose that was on literally every piece of apparel. Now, they fired their old CEO, hired a new one, and their market cap has gone from over $760 million to $5.3 billion in just 16 months. So the new strategy with this new CEO is long weekend mindset, and it's targeting young professionals aged 25 to 29 who haven't settled down yet and like to go traveling with their friends. The Abercrombie hashtag has over 300 million views on TikTok. But at one point, the brand was named the most hated brand in retail. It just goes to show how much you can achieve by just changing the branding, changing the positioning, and also changing the platform that you're actually building the brand on.
