A recent report from American Consumer Satisfaction Index stated that the brand was the lowest-rated specialty retailer. Inc. boldly called it "the most hated retailer in America." Fortune did, too.
But that might be changing.
Abercrombie & Fitch has been in the midst of a transformation, and the retailer's website currently shows an improvement.
Abercrombie & Fitch showed a strong fall selection that nearly rendered the brand unrecognizable, but it takes consistency to help consumers change their minds - especially with a retailer like Abercrombie & Fitch, which may have its notorious reputation burned into consumers' memories.
Decent clothes, however, are a good place to start, and while style is always subjective, this selection might help to persuade some shoppers.