Remember Abercrombie? 🤔

That overpowering cologne scent and the feeling of not being “cool” enough to wear their clothing? 

Yeah, those days are over. 🥴

Now, Abercrombie is back, gracing the feeds of Gen Z and millennials on TikTok and Instagram. 

Spoiler alert: Abercrombie’s stock soared 285% in 2023, and their hashtag hit 1.4 billion views! 📈

But how did they pull off this epic comeback? 

👉 The answer, my friends, is influencer marketing.

Join me as I look at the lessons Abercrombie’s comeback can teach us.

Let’s roll. 👇

So, back in the 90s and early 2000s, Abercrombie was the king of preppy fashion.

Their shredded abs and sculpted models were everywhere. 

But as times changed, their exclusionary vibe didn’t vibe so well anymore. 

Sales tanked, and the brand became a has-been. 

Why?

👉 Abercrombie used to be all about exclusion. That’s right.

Think “cool kids only” vibes. This backfired big time.

New leadership took over in 2017 and did a 180.

They embraced inclusivity and diversity, focusing on what Gen Z and millennials care about.

Enter: the savvy influencer strategy that revived the whole brand.

In 2023, Abercrombie launched their creator program, giving select influencers early access, discounts and free goods. 

Genius move! 

They partnered with creators who already loved the brand, creating authentic content that resonated with their audience.

Yes, instead of paying for sponsored posts, Abercrombie focused on influencers who already were authentic fans. 

Abercrombie also focused on micro-influencers with just 2,500+ followers. This was a pretty low bar, but it helped the brand attract a diverse crowd.

The result?

Only 2% of their social mentions were paid last year, but those few sponsored posts from true lovers crushed it with ultra-high engagement. 

My golden rule? 

👉 Seek out influencers who consistently rave about you over time – that’s when the magic happens.

And why does this work?

People trust real people.

When their favourite creators rave about a product, it feels genuine, not like a forced sales pitch.

But that’s not all they did. 🤯

Their biggest win? 

The “Curve Love” size-inclusive denim line that the internet went gaga over. 

Abercrombie’s socials were flooded with fans showing off how this line flattered bodies of all shapes and sizes.

From my experience, nailing an insanely good product tailored to what people want is influencer marketing 101. 

When you’ve got that, the buzz follows.

Yes, Abercrombie let go of their former shallow beauty standards and embraced body positivity. 

Their popular hashtags like #sizeinclusive, with over 1.5B views, show this rebrand in action. 

One ultra-viral $88 dress aimed at all body types sold out repeatedly thanks to influencers hyping how flattering it was.

A total 180 from their former identity!

The key to Abercrombie’s success?

👉 Focusing on what people wanted.

Abercrombie listened and delivered with size-inclusive denim and a wider range of models showcasing their clothes.

But there was also one final ace up Abercrombie’s influencer marketing sleeve. ♠️

The brand’s final tactic? 

👉 They empowered creators. 

Abercrombie gave creators creative freedom, letting their authentic voices shine through. ️

They trust their partners to authentically connect with audiences in a way that rings true. 

As their marketing VP says, “We’re all human, we all have influence,” so keeping it real is everything.

And it is paying off.

I used my favourite influencer marketing platform to look at Abercrombie’s Instagram stats. 

Here’s what I found:

📊 Abercrombie’s average likes improved by 207% over the last 6 months.

📊 They also had a 0.8% follower increase.

Diving a bit deeper, I learned that their engagement metrics are also on the up and are above industry standard.

In the end, Abercrombie’s stock soared 285%, and their hashtag hit 1.4 billion views by nailing three big lessons:

1. Find the right authentic influencers
2. Craft quality products people crave
3. Keep it inclusive and body-positive

If you apply those insights, you could be the next viral brand revival, too!