At Abercrombie, only the scent remains the same

2021-11-24

Abercrombie & Fitch's signature fragrance, Fierce, has remained a constant in a time of great change for the retailer since its days as a teen favorite in the early 2000s. The retailer is now appealing to millennials with brighter stores, fewer pieces adorned with the brand's name and a more inclusive range of sizes.

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