Womenswear now accounts for 65% of the label’s assortment, its men’s collection having been trimmed down by 22% in one year.

The study also shows that trousers are one of the linchpins in A&F’s revival. They account for 35% of the range, a much higher share than at its direct competitors (American Eagle, GapOld Navy

To go more decidedly down the inclusion road, A&F has expanded its size range. Although A&F does not feature 4XL sizes (unlike Old Navy), it has a more extensive size range on average than its competitors. Except for sportswear: “This is an aspect that the label ought to take into consideration, especially since the activewear market has been booming in recent years,”” said Retviews.

Notably, A&F’s unisex collection accounts for only 1% of its overall assortment.

Regarding prices, A&F has been shifting upmarket, a move also reflected in its stores, where a brand image “closer to luxury” is now advocated. Moreover, in one year, A&F’s prices rose by an average of 12%, while those of its competitors remained quite stable.

Driven by strong results in 2021, with sales up 19% to $3.7 billion, A&F has recently stated it is aiming for an average annual growth rate of 6-8% between now and 2025. A&F operates 221 monobrand stores worldwide. The group, which also includes the HollisterGilly Hickstargeting annual sales worth $5 billion within three years