Abercrombie & Fitch, a cultural clothing mecca for teens in the 1990s and early 2000s has transformed to reach its next generation of shoppers. From collaborating with content creators on TikTok and Fortnite to celebrating inclusivity and diversity by using models of varying ethnicities and body types, the brand is doubling down on a community-led approach. Getting personal, celebrating new styles, and leaning into emerging technologies and platforms are just a few tactics supporting the brand’s 2021 metamorphosis. 

Hear from Carey Collins Krug, SVP and Head of Marketing at Abercrombie & Fitch, as and Corey Robinson, SVP of Merchandising and Design as they explore the company’s quest to change the perception of the brand with new marketing and the role of social media in revamping their well-established identity for a new era.