Embracing customer empathy: How Abercrombie & Fitch, Co. stays connected to their customers

Room 4 | 9:00 am - 9:30 am | Thursday, July 20, 2023

Brands tend to face the most challenges in times when they lose touch with their customers. Abercrombie & Fitch Co.’s brand is hotter than ever after cracking the code to understanding its customers on a whole new level. Teaming up with Fuel Cycle, Abercrombie & Fitch, Co. created an online community that keeps them connected to their customers 24/7. This dynamic community consists of extensively profiled consumers and segments, facilitating a continuous research cycle and fostering two-way communication.

In this session, get ready to dive deep with Kate Ioas, senior customer insights analyst at Abercrombie & Fitch Co., and Kevin Lubin, account director at Fuel Cycle. They’ll delve into the details of the partnership that helps keep A&F Co.’s relationship with its customers strong and its brand image on track.

Key takeaways:

• Learn about the methodologies employed by the customer insights team at Abercrombie & Fitch Co. to align the brand with its target audience.
• Gain insight into how the community’s valuable insights drive business strategies.
• Understand how customer-driven decision-making and strategic processes have contributed to maintaining the Abercrombie & Fitch Co. brand.

Case Study Joint Presentation Retail