Abercrombie & Fitch pushes new brand image with 'largest ad campaign'

Global fashion retail group Abercrombie & Fitch (A&F) Co. has this week introduced a redefined identity for its eponymous A&F brand, investing in an array of digital initiatives to freshen up its image.

The group's largest ever advertising campaign is kicking off the traditionally busy last quarter of the year, supported by the launch of a completely redesigned website, as well as new digital advertising across video streaming websites, music platforms, and social media. Major out-of-home marketing is also taking place in New York City, Los Angeles and Chicago.

A&F is calling the campaign "This is Abercrombie & Fitch", and is looking to convey its traditions built up over 125 years while also encouraging consumers to see what is new about the brand.

The holiday campaign, which comes at a time when the company is reporting falling year-on-year sales across the group's US and international divisions and lower margins than one year before, was shot by acclaimed photographers Josh Olins and Matt Jones. Long-term group collaborator, Deborah Watson, was recruited to style the campaign.

Fran Horowitz, president & chief merchandising officer of A&F, said: "This new brand position is the product of an 18-month effort to create a brand identity that communicates our focus on our customers' needs and aspirations.

"Rather than buying clothes that symbolise membership in an exclusive group, today's consumer celebrates individuality and uniqueness. Our new brand reflects that confidence and independence of spirit as well as our own dedication to a more diverse and inclusive culture." 

Horowitz commended the work of new brand president, Stacia Andersen, who was credited with shaping the new identity and "bringing it to life at every consumer touchpoint".

"While our marketing will continue to develop, we are embracing this opportunity to show the world it is a new day at A&F," she added.

A&F's holiday campaign will be introduced with teaser advertising designed to pique consumers' interests. The message for the initial phase aims to challenge people's notions of the brand by emphasising the message: "People have a lot to say about us. They Think They've Got Us Figured Out."

Moving towards the holiday season, the campaign will switch towards the "This is Abercrombie & Fitch" messaging, underlining the company's fresh image.