Fran Horowitz

Abercrombie & Fitch’s CEO Knows What Millennial Women Want

When Fran Horowitz took over as CEO of Abercrombie & Fitch in 2017, the once-iconic teen brand was struggling to stay relevant. A retail veteran with experience at Ann Taylor Loft, Bloomingdale’s, and Bergdorf Goodman, Horowitz got to work reimagining the brand, starting with listening to what customers actually wanted to wear. Her turnaround strategy included targeting millennial women who had grown up with Abercrombie but aged out of its logo-heavy aesthetic. The brand shifted toward more inclusive, versatile styles, offering everything from wedding guest dresses to office-ready basics. The result? A full-fledged comeback. By the end of 2024, Abercrombie had beaten sales estimates for nine consecutive quarters. Asked about the brand’s evolution, Horowitz offered a straightforward explanation: “We have the right product in place to meet demand.”

By Laura Entis