Behind Abercrombie & Fitch Co’s record results lies a decade-long reinvention

Last week, Abercrombie & Fitch Co reported a 22.1 per cent year-over-year increase in net sales in Q1, to just over US$1 billion, marking the best first quarter in the company’s history. Net income rose six times over to hit US$115.1 million, with gross margin expanding by 540 basis points to hit 66.4 per cent.  The results are impressive considering less than 10 years ago, in 2016, the company’s namesake brand, Abercrombie & Fitch, was ranked as one of the most hated retail

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