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The Abercrombie & Fitch revamp includes a new website, digital executions across video streaming and music platforms, and more.
Abercrombie & Fitch has redefined its identity to honour the marque’s 125-year heritage as an American luxury brand. The move is shaped after the character, charisma, and confidence of the modern-day consumer. A major advertising campaign has been put in place to support the above strategy.
In addition to the push slated for the holiday season, the revamp will include a redesigned online portal; new digital executions across multiple video streaming websites and music platforms; social media advertising; and out-of-home marketing in New York City, Los Angeles, and Chicago.
Teaser components have been designed to pique consumer interest, challenge notions of the brand, and encourage fans to explore the changes implemented over the past two years. The message in the first phrase is: People have a lot to say about us. They Think They’ve Got Us Figured Out.
The above will be followed up with This is Abercrombie & Fitch—a concept to be illustrated by images that will evoke optimism, inclusivity, and emotion. The campaign was shot by acclaimed photographers, Josh Olins and Matt Jones, and styled by partner of the brand, Deborah Watson.
“Rather than buying clothes that symbolise membership in an exclusive group, today’s consumer celebrates individuality. Our new brand reflects that independence of spirit,” said Fran Horowitz, President and Chief Merchandising Officer of Abercrombie & Fitch.
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