The company overhauled its merchandise mix and closed several underperforming stores. Longtime CEO Michael Jeffries resigned in December 2014, after 22 years with the company. Fran Horowitz took over as CEO in February 2017.

To combat competition from more downscale fast-fashion rivals like Forever 21 and H&M, A&F announced light changes to its image. A&F pledged to reduce the level of its sexually charged style of advertising and instead focus more on customer service. A&F also changed the job title of store employees from "models" to "brand representatives", and allowed a less tightly controlled, more individualist dress code. Additionally, A&F declared that "brand representatives" would focus more on customer service (by offering to help serve customers), versus the past reputation of displaying aloofness toward them. In 2015, the company signaled that it would begin implementing these changes. By that May, store models were no longer forced to wear Abercrombie-branded clothes.[18]

According to recent reports from Q1 2021, it was the "group’s best second-quarter operating income and margin since 2008, with sales exceeding pre-pandemic levels."