Abercrombie & Fitch said customers were looking for fashion-forward activewear from the brand.
“We’ve been dedicated to outfitting our Millennial consumers for every part of their lives, whether they’re traveling, brunching with friends or celebrating a wedding, for example. Being active is another key part of that lifestyle, and now, with the launch of YPB, we can meet those specific needs,” said Kristin Scott, global brand president atCo. “We’re laser-focused on listening to our customers, and they were clear.
According to A&F, developing the collection involved hundreds of hours conducting fit research on models across genders, sizes, shapes and heights. Additionally, focus groups with customers and fitness and lifestyle influencers were held to gain insights on what they and their followers felt were missing from the activewear category, as well as to refine designs and details like pocket angles and drawstrings enable those wearing YPB to move freely and comfortably.
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