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The rise and fall - and rise again - of Abercrombie & Fitch

10 days ago   |   By Business Insider

Founded as a store for outdoor gear, Abercrombie & Fitch Co. pivoted into fashion apparel during the 1900s.
Under CEO Mike Jeffries, the brand was modernized and became popular with teens in the 1990s and early 2000s.
Controversies and lawsuits soured public opinion, and the company's sales declined.
In recent years, the company has rebranded itself and has seen its sales turn around.
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Abercrombie & Fitch Co. has seen many evolutions over its history, starting as an outdoors and hunting store before transforming into the cultural clothing...
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