The Comeback of 2000s Apparel Brands

The National Retail Federation (NRF) recently announced that American Eagle Outfitters Inc.’s Jay Schottenstein has been named recipient of the NRF Foundation’s latest The Visionary Award. Last year, NRF bestowed the same honor on Abercrombie & Fitch Co. CEO Fran Horowitz. While American Eagle (Pittsburgh) and Abercrombie (New Albany, Ohio) could have gone the way of Forever 21 – shuttering all physical stores after bankruptcy and existing solely as an online entity – these two brands, once staples for millennials and older Gen Z during the early-to-mid 2000s, are planning new store openings and future growth.

Is it nostalgia for early-2000s fashion fueling these comebacks – or is it steadfast, intelligent industry strategies?

A recent survey from investment banker Piper Sandler found that other 2000s apparel brands like UGG are also gaining popularity with Gen Alpha and young Gen Zers, showing that it is not only American Eagle and Abercrombie having comebacks. Yet these retailers have rebranded away from their early-2000s image, signaling that success is not solely rooted in nostalgia. Abercrombie, for example, opened its Soho flagship in June, showcasing its new “Heritage meets Modern” concept that highlights the brand’s 134-year-old history in New York rather than the blacked-out windows and loud music it was once known for.

Meanwhile, American Eagle reported in May that its total new revenue increased 10 percent in the year’s first quarter, with total comparable sales increasing 8 percent. The retailer also announced 40 new store openings, including a 14,182-square-foot, three-concept flagship on Chicago’s North Michigan Avenue.

“Jay Schottenstein’s leadership has been instrumental in building AEO into the influential, multi-brand powerhouse it is today,” NRF President and CEO Matthew Shay said in a press release about Schottenstein’s naming as the recipient of the Visionary Award. “His vision has guided AEO through decades of growth and change, helping to make the retailer a leader in denim, intimates and the specialty apparel space. His experience across merchandising, operations and brand building, along with his steadfast commitment to quality, value and customer service, have been central to the company’s enduring success and created a foundation for continued growth.”