Editor
In 2016, Abercrombie & Fitch was the most-hated retailer in the US. That, at least, was the story numerous headlines conveyed that year after the American Customer Satisfaction Index ranked the retailer last in a survey measuring consumer happiness with brands. Internationally, too, the brand lost its appeal as sales slipped year after year.
There were good reasons why A&F had fallen out of favour with consumers. The company’s sexualised…
