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Abercrombie is back

2024/7/24
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Today, Explained
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Elizabeth Segran
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Noelle King
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Elizabeth Segran: Abercrombie & Fitch 曾因其排斥性营销策略和种族主义言论而声名狼藉，导致品牌衰落。然而，通过更换管理团队、调整品牌形象、改变目标客户群体以及注重产品质量和包容性，Abercrombie & Fitch 成功实现了品牌复兴，其销售额和股价均大幅增长。 Abercrombie & Fitch 的成功转型案例为其他陷入困境的传统零售品牌提供了宝贵的经验，证明了即使是声誉受损的品牌，只要采取正确的策略，仍然可以实现复兴。其转型过程包括：重新设计产品，使其更符合现代审美和消费者需求；扩大产品尺码，以满足更广泛的消费者群体；提升产品质量，使用更高端的材料；调整目标客户群体，从青少年转向更成熟的年轻一代；以及通过社交媒体营销和低调的重新推出策略，成功地实现了品牌复兴。 Noelle King: 作为一名时尚记者，我见证了Abercrombie & Fitch 从一个过度性化且带有种族主义色彩的品牌，转型为一个更包容和多元化的品牌的过程。Abercrombie & Fitch 的成功转型，不仅反映了其自身的努力，也反映了社会文化价值观的转变，消费者更倾向于包容性和多元化。

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Fast Company’s senior fashion writer Elizabeth Segran explains how the company overcame a problematic history to pull off a renaissance.

This episode was produced by Amanda Lewellyn, edited by Amina Al-Sadi, fact-checked by Matt Collette, engineered by Patrick Boyd and Andrea Kristinsdottir, and hosted by Noel King.

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