Has Abercrombie Fierce Changed? Exploring the Evolution of a Fragrance Icon

Yes, Abercrombie Fierce has changed over the years. Originally launched in 2002, the iconic fragrance has undergone various reformulations due to changes in fragrance standards and regulations. While the fundamental notes of fir, musk, and citrus remain, some customers have noticed subtle differences in its scent and longevity, compared to the original version. Changes occurred when Abercrombie & Fitch decided to reformulate the fragrance, which led to some adjustments in scent profile. However, the current version of Abercrombie Fierce still carries the distinctive mark of its original formulation and continues as a popular product.

What Year Did Abercrombie Rebrand?

This decision to rebrand was a significant one for Abercrombie. The company had been known for it’s exclusionary practices, like only hiring employees who fit a particular physical “look” and refusing to carry sizes above a certain range. As a result, Abercrombie had developed a reputation as a brand that was only for a certain type of person – and that was not a good thing.

In order to change this perception, Abercrombie had to make some significant changes. The company began by hiring Fran Horowitz as it’s new CEO. Horowitz had a background in fashion, having worked at brands like Express and Ann Taylor, and she was seen as the perfect person to lead Abercrombie through it’s rebranding process.

These changes paid off for Abercrombie. Since the rebranding, the company has seen a significant uptick in revenue. In 2018, Abercrombie reported a 3% increase in same-store sales, and in 2019, the company’s net sales increased by 1%.

The company continues to make changes to it’s product offerings and marketing strategies to ensure that it remains relevant to today’s consumers.

By embracing inclusivity and modernity, Abercrombie has been able to reach a broader range of customers and increase it’s revenue.

Criticism and Controversy Surrounding Abercrombie’s Earlier Exclusionary Practices and the Company’s Response to It.

  • Abercrombie’s controversial exclusionary practices
  • Criticism of the company’s discriminatory policies
  • The company’s response to the backlash
  • Protests and boycotts organized by activists and consumers
  • Impact on Abercrombie’s reputation and sales
  • Comparison with other companies’ diversity and inclusion policies

After years of being a staple scent for many, it seems like Fierce cologne is no more. Abercrombie & Fitch’s decision to change up it’s signature fragrance is a bold move, but one that reflects the changing attitudes towards gender and identity in the fragrance industry. The introduction of a new line of gender-neutral scents shows that the brand is willing to adapt to the times to stay relevant and appeal to a wider audience. So, what can we expect from the new fragrances? Let’s take a closer look at Ellwood and find out.

Did Fierce Cologne Change?

For many people, Fierce cologne was more than just a fragrance. It was a symbol of a specific era in American fashion and culture. When Abercrombie & Fitch first introduced Fierce in 2002, it quickly became a sensation. It’s bold, musky scent and sleek black bottle appealed to a generation of young adults eager to make a statement with their style.

Enter Ellwood, a gender-neutral fragrance that promises to capture the essence of Abercrombie & Fitchs new, more inclusive brand vision. Like Fierce, Ellwood is designed to appeal to young adults who’re looking for a fragrance that reflects their style and personality. But unlike Fierce, it isn’t limited to a specific gender.

The end of an era is bittersweet, but it represents growth and change. Whether or not Ellwood will become as iconic as Fierce remains to be seen. But for now, the brand is focusing on creating a fragrance line that reflects it’s values of inclusivity, diversity, and authenticity.

The History of Abercrombie & Fitch and It’s Evolution as a Brand.

  • Abercrombie & Fitch was founded in 1892 by Ezra Fitch and David Abercrombie
  • Originally a sporting goods store, specializing in fishing and hunting gear
  • Under the leadership of former CEO Mike Jeffries, the brand became known for it’s controversial marketing campaigns and focus on exclusivity
  • In recent years, Abercrombie & Fitch has shifted it’s focus to inclusivity and diversity, with a rebranding and revamped product offerings
  • Today, Abercrombie & Fitch is a popular fashion retailer, offering clothing and accessories for men, women, and kids

Abercrombie & Fitch has undergone a transformation in recent years, focusing on a rebrand that’s resulted in significant growth for the brand. The success of the new strategy is evident in the company’s impressive Q1 sales figures, marking a milestone for the brand in terms of growth and profitability. Let’s take a closer look at how Abercrombie was able to achieve this level of success through it’s rebrand.

Has Abercrombie Rebrand?

Abercrombie & Fitch (ANF) has undergone a major rebranding effort. In recent years, the brand had struggled with a perception of exclusivity that turned off many potential customers. However, the company realized that this approach was not sustainable and began to pivot toward a more inclusive brand image. This shift has paid off in a big way, as the brand grew 14% year over year and achieved it’s highest Q1 sales in more than a decade.

Part of ANFs success can be attributed to it’s improved product offering. The brand has shifted away from it’s traditional preppy aesthetic and embraced current fashion trends. This has allowed ANF to resonate with a wider range of customers and attract them to it’s stores.

The rebranding efforts have also included changes to ANFs marketing and advertising campaigns. The brand has moved away from it’s controversial and sometimes offensive marketing practices, and instead focused on highlighting the quality and style of it’s products. This has helped to rebuild trust with customers who may have felt alienated by the brand in the past.

It’s no secret that Abercrombie & Fitch’s signature scent, Fierce, has undergone some changes in recent years. Despite the retailer’s claims that it remains the “unmistakable fragrance” that customers know and love, it’s clear that the scent has been reformulated – and not everyone is happy about it. Let’s take a closer look at what’s changed with Fierce, and how it’s been received by customers and critics alike.

When Was Fierce Reformulated?

Many people who’ve been loyal to Abercrombie & Fitchs Fierce fragrance might not be aware that it’s gone through a reformulation. The reformulation process started in 2017 by the company, but it was not until recently that consumers and fans of the fragrance began to notice the changes. As of 2023, Fierce isn’t the same fragrance that people have come to know and love.

Despite the companys websites claim that the fragrance is “the same unmistakable fragrance,” the truth is very different. The reformulation process was intended to improve the fragrances overall quality and to align with stricter environmental regulations. While these reasons may be valid, many long-time patrons of Fierce are disappointed with the result.

These changes may have significantly altered the fragrances raw ingredients to be strongly detrimental to the scent profile. The new Fierce formulation is perceptible immediately from the first spritz and isn’t comparable to the prior scent.

Many Fierce lovers have complained about the scents longevity, a significant consequence of the reformulation since the longevity of the fragrance has been compromised. Once a fragrance that would last hours, it now barely warrants a couple of hours before the scent begins to fade away. Due to a lesser life span, consumers who purchase the new Fierce will have to purchase it more frequently. This is evident in the higher amount of the new formulation used while it’s compromised on the seductive potency the older formula had.

Source: Fierce Abercrombie & Fitch for men – Fragrantica

Despite it’s initial success, Abercrombie’s fortunes began to decline in the 2010s. By 2014, it’s sales had been on the decline for several years, with same-store sales dropping for 11 consecutive quarters. In a bid to turn things around, the company closed down two of it’s newer brands and began shuttering some of it’s mall stores. But as consumer tastes continued to shift, Abercrombie struggled to keep up.

When Did Abercrombie Start to Decline?

Abercrombie & Fitch was once the “it” brand for teenagers and young adults. Their clothing was trendy, sexy, and expensive, and their stores had an alluring, exclusive vibe. But somewhere along the way, Abercrombie lost it’s cool factor. The decline began in the mid-2000s when the company faced criticism and boycotts for their overtly sexualized marketing tactics. Customers began to see the brand as outdated, out of touch, and insensitive.

In addition to cultural shifts, Abercrombie faced tough competition from new fast fashion brands like Forever 21 and H&M. These brands replicated runway trends at a fraction of the price, making Abercrombies expense and elitism seem even less appealing. Online shopping also became more popular, and Abercrombies mall-based retail strategy struggled to adapt.

By 2014, Abercrombie was in serious trouble. Sales had declined for 11 consecutive quarters, and investors were losing confidence in the brand. Abercrombie tried to revamp their image by toning down their racy marketing, but it was too little too late. They closed unprofitable stores, including two subsidiary brands, Ruehl No. 925 and Gilly Hicks, which had failed to gain traction.

The brands struggles continued into the 2010s. They faced backlash for body-shaming comments made by company executives, and social media influencers began to mock and criticize the brand for their preppy, inauthentic image. Abercrombie struggled to find a new identity and maintain relevance among a younger generation of consumers who favored sustainable and socially conscious brands.

Despite these challenges, Abercrombie continues to operate and even opened a flagship store in New York City in 20They’ve rebranded to focus on inclusivity, diversity, and sustainability, and have introduced extended sizes and gender-neutral clothing options. While the brands decline was dramatic and difficult, Abercrombie remains an iconic part of American fashion history.

The Impact of Online Shopping and E-Commerce on Brick-and-Mortar Retail Stores Like Abercrombie

  • Decrease in foot traffic to physical stores
  • Increase in online sales
  • Higher competition from online retailers
  • Need for brick-and-mortar stores to adapt with online presence
  • Shift in consumer behavior towards convenience and price comparisons
  • Challenges with inventory management
  • Opportunities for personalized experiences in physical stores
  • Importance of omni-channel strategies
  • Advantages of offering buy online, pick up in-store options
  • Potential for merging of physical and online shopping experience


It’s evident that the fashion and fragrance industry is constantly evolving and adapting to new trends and consumer demands. As society continues to move towards greater inclusivity and diversity, it’s essential for brands to align their values and products with these changes. This decision also reflects the brand's willingness to listen to it’s consumers and take steps to maintain relevance in the market. Time will tell whether the new fragrances will be as successful as it’s predecessor, but this bold move by Abercrombie & Fitch is a statement of intent, representing it’s commitment towards change and progress.

  • Gillian Page

    Gillian Page, perfume enthusiast and the creative mind behind our blog, is a captivating storyteller who has devoted her life to exploring the enchanting world of fragrances.

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