Abercrombie Is Making A Comeback And We Have TikTok To Thank For It
For years now TikTok has been the driving force behind Gen-Z fashion. #FashionTok is a growing subculture where creators share recommendations and trendy pieces. Abercrombie & Fitch is making a comeback on TikTok and it all started with their jeans. Gone are the days of A&F logo-tees and overly muscular male models, inclusive sizing and street-style staples are taking their place.
The Old Abercrombie
Founded in 1892 by David T. Abercrombie and later partnering with co-founder Ezra Fitch in 1904, the company began as an outdoor equipment retailer. A&F evolved from outdoor gear to a clothing store throughout the following decades, but their ideal consumer remained the same. According to Funding Universe, former A&F president Otis L. Guernsey said, “The Abercrombie & Fitch type does not care about cost; he wants the finest quality.”
Years later under CEO Mike Jeffries, the company was still marketing to rich, popular customers. In 2006 Jeffries told Salon “We want to market to cool, good-looking people.” Jeffries’s version of that cool, good-looking customer did not include midsized or plus-sized women. Before the 2010’s the biggest Abercrombie jean size available was a size 10.
A&F’s New Mission
Under CEO Fran Horowitz’s leadership, Abercrombie has been cultivating a more inclusive brand since 2017, when Horowitz took over. “Right now it’s about belonging to the community within the brand,” Horowitz told the Washington Post. “Before it was [about] fitting in. And there is a very, very big difference between belonging and fitting in. We no longer want people to change who they are just to fit in to be part of the brand. We want you to belong to the brand as you are.”
Today the company markets to diverse consumers and has brought more inclusive sizing for their clothing. A&F sells jeans size 23-37 from short to extra-long lengths and 25-29 in extra short. The companies Curve Love Jeans that blew up on TikTok are available in all lengths and sizes offered.
Abercrombie & Fitch on TikToK
Since 2020 the trend #TikTokMadeMeBuyIt has been circulating on the app. Creators use this trend to show Amazon gadgets or clothing items they bought after seeing them in TikTok hauls. Abercrombie 90s Straight Jeans and Curve Love Jeans have taken over this trend and led to the brand’s popularity on Fashion TikTok. The rise of A&F kicked off with their jeans, but creators are now doing hauls that include all types of clothing from the company. Neutral staple pieces are extremely popular right now and Abercrombie & Fitch on TikToK is the place to see the pieces before buying them. Some notable items to mention that have been popping up on TikTok are A&F’s bodysuits, they’re great classic items that go with basically everything. Their jackets are also making it into the TikTok hauls recently, especially A&F’s Puffer coats.