How Abercrombie & Fitch is building on the success of a viral trend

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Last week, I wrote about the knit polo trend that is taking over menswear and motivating men to elevate their outfits of the day. A brand that is often referenced by men’s fashion experts as having the best affordable option is Abercrombie & Fitch. In an interview with Glossy, the company’s chief product officer, Corey Robinson, broke down the company’s strategies for turning the trend into big business. In May, parent company Abercrombie & Fitch Company reported its strongest first-quarter sales in its history, jumping 22% year-over-year to $1.02 billion. 

What has been the consumer demand for men’s knit polos at Abercrombie & Fitch, and to what extent has that translated to sales?

“We introduced the style with three choices five years ago when classic 1950s menswear began trending. The response from our customer was incredible, and we have since greatly expanded our options. Knit polos are a key part of our menswear assortment today. … We have been able to expand through different silhouettes, colors, patterns and unique stitching techniques.”

How have the trends within the knit polo category evolved in the last five years?

“Crochet and handcrafted [versions] have gained prominence, and we’ve been able to lean into those [subtrends] to adapt to the evolving needs of our customers. Overall, today, the [polo] trend is less preppy — we’re seeing more success with our sweater polos than with our traditional piqué polos.”

Do knit polos fit into a larger trend Abercrombie is championing? 

“Because of the popularity of this style, we’ve been able to weave it into different collections. For example, some styles are bolder, so they’re great options for festivals and going out with friends. Other styles are effortless and more suitable for activities like golf or work. Through our website and social media, we’re able to show various ways to wear and [style] this product.” 

How has A&F leaned into the trend via marketing? 

“Our customers are incredibly social, both online or in-person. On TikTok, the social platform many of them use most, there’s been a lot of excitement around this product. While TikTok is where we do a lot of our marketing, we also use it to listen to our customers. It represents a focus group of 1 billion-plus that allows us to stay close to our customers so that we can continue to evolve our product offerings and provide them with what they want.”

Is your customer for knit polos unique compared to your other customers?

“We’re seeing a wide variety of customers purchasing our sweater polos for different end uses. It’s an easy piece to wear and, at $60-$100, we’re offering a great quality product at a great value.”

Catch up on the week’s 5 most-read beauty and fashion stories below.

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