Abercrombie & Fitch Co. is a global specialty retailer of apparel and accessories for men, women, teens and kids through its brands – Abercrombie & Fitch, Hollister, Gilly Hicks and abercrombie kids. A&F Co. is focused on keeping its customers at the center of everything it does – and to help achieve that goal, the company’s Global Customer Insights team has utilized Fuel Cycle research communities to garner additional insights into customers’ mindsets, behaviors, and preferences. Their most impactful projects involve a combination of primary survey data from their community and in-person focus groups or immersions. But when the COVID-19 pandemic struck in early 2020, the organization needed a new course of action to reach customers in-person, virtually.
Explore the case study to discover:
- How the brand embodies its commitment to empower consumers around the world and at different life stages to express their own individuality and style
- How the Global Customer Insights team transitioned to an entirely remote method of running qualitative research, virtually overnight
- How Live by Fuel Cycle provided insights to multiple teams at A&F Co., helping them navigate the quickly evolving 2020 environment