Intention and Action.
With new CEO Fran Horowitz in place, Abercrombie & Fitch Co. (A&F Co.) was shedding its “bad boy” image of the past — moving from mean, cliquey, and exclusive to passionately inclusive and decidedly customer centric.
Under Fran’s leadership, the enterprise was establishing a track record on supporting LGBTQ+ and women in the workplace and establishing a strong purpose orientation for all the individual brands in the portfolio.
Porter Novelli was tasked to develop a strategy that would differentiate the enterprise in the marketplace, make their brands more important in the lives of consumers, and create pride in the organization. We met with hundreds of associates across the globe, leveraging employee feedback and input at every step of the way to articulate a purpose that was authentic, relevant, and resonant with their customers.