You probably remember the old Abercrombie. It was dark, smelled like a bottle of "Fierce" cologne exploded in the vents, and featured giant posters of shirtless men who looked like they’d never eaten a carb in their lives. It was exclusive. It was, frankly, a bit much. But if you’ve walked into a mall lately—or scrolled through TikTok—you’ve likely noticed something weird. People actually like Abercrombie & Fitch again. And not just like it; they’re obsessed with it.
The person behind this "how did they pull that off?" turnaround is Fran Horowitz. She’s been the CEO of Abercrombie and Fitch since 2017, and her tenure has basically been a masterclass in how to save a brand that everyone thought was dead. Honestly, back in 2016, the company was literally voted the "most hated retailer" in America. Fast forward to 2023 and 2024, and the stock was outperforming even tech giants like Nvidia.
It’s a wild story.
Who is the CEO of Abercrombie and Fitch?
Fran Horowitz didn't just stumble into the job. She’s a retail lifer. Before she took the reins at A&F Co., she was putting in work at places like Ann Taylor Loft, Express, and Bloomingdale’s. She actually joined Abercrombie back in 2014 as the brand president for Hollister.
When she stepped into the big chair as the CEO of Abercrombie and Fitch, the company was in a tailspin. Sales were sliding. The brand’s identity was tied to a "cool kids only" vibe that felt increasingly out of touch with, well, reality.
She had to fix the culture first.
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Horowitz has often talked about her leadership style being "approachable." She told the ExCo Group that she explicitly told her HR head, "Do not ever let me be the empress who wears no clothes." She wanted the truth, even if it was ugly. That kind of humility is rare in the C-suite, but it’s exactly what the company needed to stop its downward spiral.
The Strategy: From "Exclusion" to "Belonging"
The old CEO, Mike Jeffries, famously said some pretty controversial things about only wanting "cool, good-looking people" in his clothes. It was a strategy built on exclusion. Horowitz flipped that on its head.
Under her leadership, the brand’s new North Star became "belonging."
Listening to the "Search Not Found"
One of the smartest things Horowitz did was actually pay attention to what people were looking for. The company started tracking "search not found" data on their website. When they saw thousands of people searching for "activewear" and getting zero results, they didn't just ignore it. They launched YPB (Your Personal Best) in 2022.
The Millennial Pivot
Most brands try to stay "young" forever, which usually ends up looking desperate. Horowitz realized that the teenagers who wore Abercrombie in the early 2000s had grown up. They were now in their late 20s and 30s. They needed wedding guest dresses, office-appropriate trousers, and jeans that actually fit a human body.
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The "Curve Love" line is a perfect example. It solved a real problem for women with a higher hip-to-waist ratio. It wasn't just marketing; it was good product design.
Record-Breaking Numbers in 2026
If you think the hype is just social media smoke and mirrors, look at the books. As of January 2026, the company is still smashing records. They recently updated their fiscal 2025 outlook, and it’s looking strong.
- Net Sales: Expected to grow at least 6% for the full year.
- Operating Margin: Sitting around 13%.
- Earnings Per Share (EPS): Narrowed to a range of $10.30 to $10.40.
- Store Openings: They're planning about 60 new store openings this year.
They aren't just surviving; they're thriving. Even with challenges like an estimated $90 million impact from tariffs, Horowitz has kept the momentum going. In early 2026, she was even honored with the NRF Visionary Award. That’s basically the Oscars of the retail world.
Why the "New" Abercrombie Works
It’s about the vibe shift.
The stores are different now. They're smaller, brighter, and they don't give you a headache. The lighting is actually decent. They stopped using those giant flagship stores that felt like museums of 2005 and started focusing on "omnichannel" retail—basically making sure the app and the physical store actually talk to each other.
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And then there's the marketing. Instead of shirtless models, they use diverse influencers. They use people of all sizes. It feels authentic because, for the first time in the company's history, it actually is.
What Most People Get Wrong
People think Abercrombie just got lucky with a 90s fashion trend. That’s a huge oversimplification. Trends come and go, but you don't hit 11 consecutive quarters of growth just because people like "vintage" vibes.
The CEO of Abercrombie and Fitch focused on the "boring" stuff that actually matters: supply chain agility, inventory management, and data-driven design. They stopped guessing what people wanted and started asking them.
Honestly, the turnaround is kinda legendary. They went from being the brand that everyone loved to hate to the brand that everyone is wearing to their best friend's wedding.
Actionable Takeaways from the A&F Turnaround
If you’re looking at the success of the CEO of Abercrombie and Fitch as a blueprint for business or even personal branding, here are the real-world moves that worked:
- Stop chasing the wrong audience. A&F stopped trying to win over Gen Z teenagers who already had American Eagle and focused on the Millennials who actually had the disposable income and a nostalgic connection to the brand.
- Fix the product before the marketing. You can have the best TikTok ads in the world, but if the jeans don't fit, people won't come back. The "Curve Love" line was a product-first solution to a long-standing customer complaint.
- Use data to fill the gaps. Don't ignore "search not found" metrics. If your customers are telling you what they want to buy, believe them.
- Culture starts at the top. Horowitz’s insistence on "no surprises" and "dropping the ego" transformed a toxic corporate environment into an agile, listening-focused organization.
- Simplify the physical footprint. Closing massive, expensive flagship stores in favor of smaller, more efficient locations saved millions and improved the actual shopping experience.
To stay updated on the company's trajectory, watch their upcoming quarterly earnings calls and the rollout of their 2026 "Always Forward" expansion plans. The retail landscape moves fast, but for now, Fran Horowitz has Abercrombie & Fitch firmly in the lead.