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
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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
