In today's episode, we’re going to have some fun by diving into Abercrombie and Fitch's incredible comeback story. From its early 2000s glory to a decline and recent resurgence, the brand's journey is a lesson in adaptability and rebranding. I talk about how they shifted their ideal customer, revamped messaging, and embraced change, leading to a 20% sales jump in 2023. Join me as we explore the transformation of this iconic brand and the importance of deep customer understanding, strategic pivots, and staying adaptable.