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Abercrombie & Fitch unveils its new version

Charisma and confidence are some of the qualities Abercrombie & Fitch (A&F) is widely known for. As an effort to show a new version of itself while staying true to its 125-year history as an American sportswear brand, the company has unveiled a new look. The campaign includes a completely re-designed website and all-new digital advertising across platforms including social media.

In recent seasons, A&F has been in retail limbo. Last year, the company named a new brand president and managed to get its new creative director from J Crew. Their influence was reflected in a sophisticated Fall ’16 collection. Still, the move to connect with the masses in particular the younger consumers has fallen short as the company continues to experience a lukewarm comeback after having shuttered 60 of its stores last month. 

With teaser campaigns, the company plans to promote its new look leading up to the holidays. The campaigns hold two messages. The first, ‘People have a lot to say about us. They think they’ve got us figured out.’ It urges consumers to view A&F in a new, more inclusive light. The second message says, ‘This is Abercrombie & Fitch.’

 
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