Abercrombie’s growth led by 25-34 year old shoppers, pants

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Shoppers between the ages of 25-34 accounted for over 43% of Abercrombie’s sales in January and February 2024 according to Earnest credit card data. The retailers’ management team is pointing to its new focus on older customers for commanding 1 in 5 of their customers’ mall dollars in December 2023, up from 1 in 6 the December prior. Collins Krug, Abercrombie & Fitch’s chief marketing officer attributes “understanding the lifestyle of that 20-something that has given us the growth that we’re seeing today.”

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Around 35% of Abercrombie’s web-listed products were bottoms in January 2024, up from 25% bottoms in January 2018. The 10 point gain reflected the company taking advantage of consumers moving to less fitted pants and the company’s initiative to broaden their bottoms assortment outside of denim. During the same time, tops also gained slightly from 52% to 58%. The product assortment growth in bottoms, and to a lesser extent tops, outpaced non core categories like intimates and jewelry and watches during the same period, and helped the retailer beat holiday expectations.