I'm a millennial who visited Abercrombie to see firsthand why my generation is falling back in love with the brand and helping boost sales

Fri, 01/12/2024 - 14:43

composite image: the Abercrombie and Fitch storefront, the author takes a picture in the mirror of a fitting room — After its turnaround, Abercrombie and Fitch's stock skyrocketed.
Jennifer Ortakales Dawkins/Business Insider

Abercrombie and Fitch had a blockbuster year in 2023.
The apparel brand's stock was up by more than 285%.
Abercrombie has found success by recapturing millennial shoppers.

If you're a millennial like me, you probably remember that walking into Abercrombie and Fitch as a teen felt more like walking into a private club than a clothing store at the mall.