Abercrombie & Fitch advertising spend, FY2026

Abercrombie & Fitch (ANF) reported $308M of advertising expense for the fiscal year ended Jan 31, 2026. That is 5.9% of revenue of $5.3B. Up 13.9% from FY2025.

Ad spend, FY2026
$308M
year ended Jan 31, 2026
Change vs prior year
+13.9%
vs FY2025
Share of revenue
5.9%
of $5.3B revenue
Rank by ad spend
#168
of 336 companies

Key facts

  • Ad spend is 3.8x its FY2016 level ($80.7M), faster than revenue (1.5x).
  • FY2026 is the highest year on file, going back to FY2012.
  • Largest increase +108.5% in FY2013; largest cut -11.6% in FY2021.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 5.9% of revenue, up from 3.8% in FY2021.
  • Abercrombie & Fitch spends more on advertising than 50% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.1x the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M $400M FY2012 (ended 2012-01-28): $28.3M 2012 FY2013 (ended 2013-02-02): $59M FY2014 (ended 2014-02-01): $68.1M 2014 FY2015 (ended 2015-01-31): $84.6M FY2016 (ended 2016-01-30): $80.7M 2016 FY2017 (ended 2017-01-28): $110M FY2018 (ended 2018-02-03): $116M 2018 FY2019 (ended 2019-02-02): $137M FY2020 (ended 2020-02-01): $134M 2020 FY2021 (ended 2021-01-30): $119M FY2022 (ended 2022-01-29): $205M 2022 FY2023 (ended 2023-01-28): $189M FY2024 (ended 2024-02-03): $217M 2024 FY2025 (ended 2025-02-01): $271M FY2026 (ended 2026-01-31): $308M 2026 $308M

Ad spend as % of revenue

0% 2% 4% 6% FY2012 (ended 2012-01-28): 0.7% 2012 FY2013 (ended 2013-02-02): 1.3% FY2014 (ended 2014-02-01): 1.7% 2014 FY2015 (ended 2015-01-31): 2.3% FY2016 (ended 2016-01-30): 2.3% 2016 FY2017 (ended 2017-01-28): 3.3% FY2018 (ended 2018-02-03): 3.3% 2018 FY2019 (ended 2019-02-02): 3.8% FY2020 (ended 2020-02-01): 3.7% 2020 FY2021 (ended 2021-01-30): 3.8% FY2022 (ended 2022-01-29): 5.5% 2022 FY2023 (ended 2023-01-28): 5.1% FY2024 (ended 2024-02-03): 5.1% 2024 FY2025 (ended 2025-02-01): 5.5% FY2026 (ended 2026-01-31): 5.9% 2026 5.9%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $308M +13.9% $5.3B 5.9% MarketingAndAdvertisingExpense 10-K Mar 26, 2026
FY2025 Feb 1, 2025 $271M +24.5% $4.9B 5.5% MarketingAndAdvertisingExpense 10-K Mar 26, 2026
FY2024 Feb 3, 2024 $217M +14.8% $4.3B 5.1% AdvertisingExpense 10-K Apr 1, 2024
FY2023 Jan 28, 2023 $189M -7.4% $3.7B 5.1% AdvertisingExpense 10-K Apr 1, 2024
FY2022 Jan 29, 2022 $205M +72.6% $3.7B 5.5% AdvertisingExpense 10-K Apr 1, 2024
FY2021 Jan 30, 2021 $119M -11.6% $3.1B 3.8% AdvertisingExpense 10-K Mar 27, 2023
FY2020 Feb 1, 2020 $134M -1.8% $3.6B 3.7% AdvertisingExpense 10-K Mar 28, 2022
FY2019 Feb 2, 2019 $137M +17.2% $3.6B 3.8% AdvertisingExpense 10-K Mar 29, 2021
FY2018 Feb 3, 2018 $116M +5.8% $3.5B 3.3% AdvertisingExpense 10-K Mar 31, 2020
FY2017 Jan 28, 2017 $110M +36.4% $3.3B 3.3% AdvertisingExpense 10-K Apr 1, 2019
FY2016 Jan 30, 2016 $80.7M -4.6% $3.5B 2.3% AdvertisingExpense 10-K Apr 2, 2018
FY2015 Jan 31, 2015 $84.6M +24.2% $3.7B 2.3% AdvertisingExpense 10-K Mar 27, 2017
FY2014 Feb 1, 2014 $68.1M +15.4% $4.1B 1.7% AdvertisingExpense 10-K Mar 28, 2016
FY2013 Feb 2, 2013 $59M +108.5% $4.5B 1.3% AdvertisingExpense 10-K Mar 30, 2015
FY2012 Jan 28, 2012 $28.3M n/a $4.2B 0.7% AdvertisingExpense 10-K Mar 31, 2014

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to Abercrombie & Fitch in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
164 Celsius $319M 12.7% +43.9% FY2025
165 Hasbro $317M 5.9% -0.8% FY2025
166 Elanco Animal Health $314M 6.7% +33.1% FY2025
167 Teva Pharmaceutical $309M 1.8% +19.3% FY2025
168 Abercrombie & Fitch $308M 5.9% +13.9% FY2026
169 Zoetis $308M 3.3% +2.0% FY2025
170 Truist Financial $299M 1.5% +11.6% FY2025

Full ranking of 336 companies · Biggest increases #99

Questions

How much does Abercrombie & Fitch spend on advertising?

Abercrombie & Fitch spent $308M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 26, 2026.

What percentage of revenue does Abercrombie & Fitch spend on advertising?

5.9% of revenue in fiscal 2026 ($308M of $5.3B). The median across the 336 companies tracked is 5.2%.

Is Abercrombie & Fitch spending more on advertising?

Yes. Ad spend rose 13.9% in fiscal 2026 from fiscal 2025. It has risen 3 years in a row.

How does Abercrombie & Fitch rank by advertising spend?

#168 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Abercrombie & Fitch's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2026, filed Mar 26, 2026
Accession number
0001018840-26-000012
Company
ABERCROMBIE & FITCH CO /DE/, CIK 1018840, SIC 5651 (Retail-Family Clothing Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Abercrombie & Fitch advertising spend, FY2012-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/abercrombie-fitch/advertising-spend/
Download
CSV, all years · CSV, all 336 companies