Abercrombie & Fitch Shifts Focus to Non-Denim Pants with Success

In a significant shift from its traditional jeans and T-shirt brand image, Abercrombie & Fitch has been focusing on non-denim pants and achieving remarkable success. The company's tenth consecutive quarter of growth is a testament to this strategic move, with net sales expected to reach up to 14% growth.

CEO Fran Horowitz highlighted the importance of bottoms being more than just denim today, as the company continues to see strong conversion in non-denim pants. This change in focus has led to Abercrombie bringing in $1.06 billion in revenue in the third quarter, exceeding Wall Street estimates of $981 million.

The brand's success is not limited to its denim offerings alone. Non-denim pants have become a significant contributor to the company's growth, with net sales up 20% and same-store sales rising 16% year-over-year.

Abercrombie & Fitch has made significant efforts to change its hiring practices and improve diversity within the company. In 2004, the brand settled a class-action suit without admitting any wrongdoing, agreeing to pay over $40 million and implement changes to its hiring procedures.

In the past, Abercrombie has faced criticism for its strict dress code policies, which prohibited employees from wearing dreadlocks, gold chains, and other forms of self-expression. However, the brand has taken steps to improve diversity and inclusivity within its workforce.

As a lifestyle brand today, Abercrombie & Fitch is committed to offering more than just denim products. Its focus on non-denim pants has paid off, with the company continuing to blow past analysts' expectations. With its commitment to diversity and inclusivity, Abercrombie & Fitch is poised for continued success in the future.

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