Abercrombie & Fitch is trying to recover from its fall out of fashion by making its mobile experience rich and frictionless. And where it used to pride itself on its exclusivity, the mall brand is hoping to connect with new customers. “This is an important transformation for us because we used to be brand-first,” said svp of e-commerce Billy May. “Now we’re inviting everyone to the party.” May said that 60 percent of Abercrombie’s traffic and 30 percent of its sales come from mobile, but overall sales are declining.
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