Abercrombie & Fitch is proof that a retail leopard can change its spots – and its entire brand for that matter! There was a time in the world when this business was famous for having shirtless men helping in the stores. That business model aged about as well as the washboard abs themselves: i.e. not very well at all. Today, the brand has much broader appeal and the results are clear for all to see, with the share price up more than 250% in the past year! Is there any value left in it, or can we only learn lessons here about how well a retailer can be turned around?
