
Abercrombie & Fitch's Triumphant Journey in China: A Decade of Growth with Alibaba
Since launching on Alibaba’s Tmall marketplace in 2014, Abercrombie & Fitch has witnessed remarkable global sales growth fueled by strategic insights and consumer trends. Based on this success, the Ohio-based fashion retailer is expanding its product line on Alibaba to grow its international presence.
“We are proud to celebrate our 10th anniversary with Alibaba and our Hollister brand,” said Steven Sare, Managing Director, APAC, Abercrombie & Fitch Company. “Our research indicated that Alibaba was the top choice because of its significant presence and market share across the digital landscape in China.”
Abercrombie’s strategy to partner with Alibaba is a strategic, data-backed move aimed at capturing the attention of young shoppers who are increasingly active online. By teaming up with China’s largest e-commerce platform, the brand hopes to continue to boost its sales and build its image.
“Alibaba has been instrumental in introducing Abercrombie & Fitch to Chinese consumers,” said Sare. “Through Alibaba’s e-commerce platforms, the brand has successfully engaged with a vast customer base, helping to solidify the brand’s presence in the China marketplace.”
To drive e-commerce sales in the competitive Chinese market, Abercrombie has utilized Alibaba’s various digital tools, such as digital storefronts, influencer marketing, and live streaming. “Alibaba places a strong emphasis on consumer engagement, which aligns with our focus on creating a unique online brand experience for our customers, as well as facilitating a seamless and frictionless shopping experience,” said Abercrombie CEO Fran Horowitz.
"Alibaba has been instrumental in introducing Abercrombie & Fitch to Chinese consumers."—Steven Sare, Managing Director, APAC, Abercrombie & Fitch Company