“That's how we relaunched a brand. We listened, we learned, we understood what they liked about us, we understood what they didn't like about us, we understood what they needed from us, and we've been listening since.”
— Megan Brophy

The retail and fashion industry has undergone significant transformation in recent years, driven by changing consumer preferences and the rise of e-commerce. Even industry leaders like Abercrombie & Fitch have faced formidable challenges. In response, the brand embarked on a journey to reintroduce themselves to modern retail. To unravel the details of this transformation, we sat down with Megan Brophy, the Vice President of Marketing for Abercrombie & Fitch and Hollister Brands.

Megan is a seasoned marketing leader with over fifteen years of experience spanning various industries, such as retail, higher education, professional sports, spirits, and B2B sectors. Her unwavering focus on customer-centric strategies sets her apart. Notably, she has served as the Director of Strategic Planning at 160over90 and as an Account Supervisor at inVentiv Health.

Dive into the remarkable process of Abercrombie & Fitch's brand revival by exploring the key takeaways from this episode or reading the transcript below.

• From Agency to In-House: Megan emphasizes that her experience in the agency world provided a valuable foundation for her career. It offered a rapid and diverse learning experience by working with numerous clients across various industries. This experience not only honed her marketing skills but also taught her how to understand different customer demographics and collaborate with diverse teams. Megan believes that the agency world serves as an excellent training ground for aspiring marketers, providing the skills and adaptability needed to excel at in-house roles in the future.

• Reinventing Abercrombie: Though Abercrombie & Fitch became a popular brand in the '90s and '00s, it boasts a rich, 130-year history, originally rooted in the idea of escapism. Despite achieving iconic status, the brand faced challenges in the 2010s. However, a pivotal shift came with Fran Horowitz's appointment to CEO in 2017. Every facet of the brand, from product design to digital shopping, experienced a revival. Megan joined the Abercrombie team in 2019, coinciding with the rollout of the company's new brand marketing strategy. Instead of loudly broadcasting its reinvention, Abercrombie let its consumers lead the narrative, allowing the brand to organically rebuild its reputation and relevance in the modern market.

• How to Revive an Iconic Brand: Successfully relaunching an iconic brand like Abercrombie requires deep humility and active listening. The company is committed to understanding its target audience, particularly those between the ages of 25 to 29. Abercrombie taps into vast resources, including TikTok and other social media platforms, to stay attuned to ever-evolving trends. Every choice is made with its target demographic at the forefront. In essence, Abercrombie's relaunch strategy revolves around a continuous cycle of listening, learning, and adapting to the evolving needs of its audience.

• Adapting to Change: In recent years, the retail landscape has undergone significant changes. At the onset of the pandemic, there was an increase in demand for comfortable clothing, prompting Abercrombie to swiftly pivot its products and messaging to cater to the stay-at-home lifestyle. Yet, as conditions improved, people began seeking outdoor experiences, and the company adapted once more to reflect this renewed enthusiasm. With the return to regular routines, Abercrombie's products and communication strategies continue to align with the ongoing consumer trends.

• Abercrombie's Strategy in the New Influencer Era: Megan places a high priority on Abercrombie's brand communication strategy. At the heart of this strategy is the brand advocacy team, which leverages platforms such as TikTok, Instagram, and YouTube to engage with emerging voices. The influencer landscape is no longer limited to a select few. Nowadays, anyone can become an influencer and reshape a brand's image in the process. For Abercrombie, brand advocacy has evolved into a substantial revenue source, showcasing its multifaceted potential that extends well beyond traditional marketing avenues.