Abercrombie & Fitch's CEO Reveals the Simple Secret Behind Her Successful Turnaround Strategy
In an industry where image is everything, Abercrombie & Fitch's new CEO Fran Horowitz has cracked the code to success by putting customers at the forefront of her strategy. The company's turnaround from a prolonged sales slump and public relations crisis under Horowitz's leadership is a testament to her focus on listening to its clients.
Horowitz's approach involves getting up close and personal with her customers, accompanying employees on shopping trips, sporting events, and even weekend getaways to cities like Nashville. This firsthand data collection allows the retailer to better understand what its clientele wants and needs, rather than simply telling them what they want.
"We talk a lot in this industry about being close to the customer, but you really have to do it," Horowitz said during her keynote speech at NRF 2026: Retail's Big Show. "My team does it better than most."
Under Horowitz's leadership, Abercrombie & Fitch has seen a sharp reversal of fortune, with its stock soaring by 333 percent over the past five years and revenue growing for three consecutive quarters.
One of Horowitz's key strategies has been to clearly differentiate between her two brands, Abercrombie & Fitch and Hollister. By positioning Hollister as a brand geared towards teenagers and Abercrombie & Fitch as more geared towards millennials, she was able to help employees better understand the needs and preferences of each demographic.
The company's decision to add zippers to its jeans, a feature once criticized by customers, is a prime example of Horowitz's approach. Since making the change, denim sales have seen a significant spike, with "record sales" reported by the CEO.
Horowitz's focus on listening to her customers has been key to her success, and it's clear that she sees retail as an ongoing journey rather than a fixed endpoint. As she noted, "Retail is a journey—there is no finish line."
With plans to adopt AI-powered productivity tools and further expand its global business, Abercrombie & Fitch is poised for continued growth under Horowitz's leadership.
In an industry where image is everything, Abercrombie & Fitch's new CEO Fran Horowitz has cracked the code to success by putting customers at the forefront of her strategy. The company's turnaround from a prolonged sales slump and public relations crisis under Horowitz's leadership is a testament to her focus on listening to its clients.
Horowitz's approach involves getting up close and personal with her customers, accompanying employees on shopping trips, sporting events, and even weekend getaways to cities like Nashville. This firsthand data collection allows the retailer to better understand what its clientele wants and needs, rather than simply telling them what they want.
"We talk a lot in this industry about being close to the customer, but you really have to do it," Horowitz said during her keynote speech at NRF 2026: Retail's Big Show. "My team does it better than most."
Under Horowitz's leadership, Abercrombie & Fitch has seen a sharp reversal of fortune, with its stock soaring by 333 percent over the past five years and revenue growing for three consecutive quarters.
One of Horowitz's key strategies has been to clearly differentiate between her two brands, Abercrombie & Fitch and Hollister. By positioning Hollister as a brand geared towards teenagers and Abercrombie & Fitch as more geared towards millennials, she was able to help employees better understand the needs and preferences of each demographic.
The company's decision to add zippers to its jeans, a feature once criticized by customers, is a prime example of Horowitz's approach. Since making the change, denim sales have seen a significant spike, with "record sales" reported by the CEO.
Horowitz's focus on listening to her customers has been key to her success, and it's clear that she sees retail as an ongoing journey rather than a fixed endpoint. As she noted, "Retail is a journey—there is no finish line."
With plans to adopt AI-powered productivity tools and further expand its global business, Abercrombie & Fitch is poised for continued growth under Horowitz's leadership.
I'm loving Fran Horowitz's approach to customer focus 
! Getting up close and personal with customers like that is so refreshing, especially in an industry where it's easy to get lost in the noise. Her willingness to put in the effort to understand what her customers want is super inspiring 
. And can we talk about how much I love that she's embracing those "mistakes" and turning them into wins? Adding zippers to their jeans was initially a no-go, but now it's a game-changer 
! It just goes to show that sometimes the best ideas come from listening and being willing to take risks. One thing I'm keeping an eye on is how she'll implement AI-powered productivity tools - will they enhance or hinder the customer experience? 
! She actually puts herself out there and gets her hands dirty (literally) by accompanying employees on shopping trips and weekend getaways. I mean, can you imagine your kid's favorite retailer being super relatable and getting what we want? Genius! 
Her focus on listening to customers has clearly paid off for Abercrombie & Fitch - who wouldn't want to shop from a brand that gets them (especially the parents like me 
). Now if they could apply this customer-centric approach to school uniforms... 
! It's so refreshing to see Fran Horowitz putting her customers at the forefront of her strategy. I love how she's taking the time to actually listen to them and understand what they want, rather than just relying on sales numbers or trends.
). It's clear that she's not afraid to take risks and try new things. I think this is the future of retail: putting customers first and being willing to adapt to their needs.
. Can't wait to see what other innovations they come up with! 
. Anyway, I'm definitely rooting for Horowitz and Abercrombie & Fitch – they seem like they're on the right track 
. Like, I get it, retail can be all about image, but sometimes you gotta get down to the nitty gritty with your customers and see what they're really looking for.
. By clearly differentiating between those two brands, Horowitz's team is able to cater to each demographic in a way that feels authentic and targeted. And who would've thought adding zippers to their jeans would be the game-changer 
. I mean, retail isn't always an easy ride, but with leaders like her at the helm, I'm hoping for some awesome changes in the industry 
. From accompanying employees on shopping trips to adding zippers to their jeans (lol, who knew that'd be a game-changer 
.
they even send their ceo on shopping trips with employees lol what a boss! and u know whats crazy? ppl used to trash their jeans with zippers and now they're makin bank 
it's soooo refreshing to see someone in charge who actually cares about the people who buy their products 
and the results are insane!!! 333% stock growth over 5 years?!?! record sales after adding zippers to their jeans?!?! i'm lowkey intimidated by her retail game 
like seriously 333% growth in just five years that's insane 
. She's really taking the time to listen to what they want and need, like going on shopping trips with her employees 
. It's about understanding their pain points and finding ways to address them. I'm not surprised she's had a huge turnaround – it makes sense that if you truly care about your customers, they'll start caring about your brand too 
. Plus, it's all about being adaptable and evolving as a company, which is something we can all learn from 
i'm low-key obsessed with this strategy now lol. btw her stock prices have been thru the roof in the past 5 years... like who wouldn't wanna invest in a company that's all about listening to customers? 
Can't wait to see what other innovative things she has up her sleeve 
, like it's always evolving and stuff. That makes sense, 'cause we've seen so many trends come and go in the fashion world. Anyway, her approach seems to be working, and I'm curious to see what other changes they'll make next 