While honouring the brand's 125-year heritage as a quality, casual, and distinctively, American luxury brand Abercrombie & Fitch Co. (A & F) will soon launch a redefined identity for the Abercrombie & Fitch brand which reflects the character, charisma and confidence of today's consumer. The new brand conviction will be launched with the Company's largest ever advertising campaign due to kick off this year's holiday season.
At the same time, the company will introduce a completely redesigned website, all-new digital advertising across video streaming websites, music platforms, and social media, and out-of-home marketing in New York City, Los Angeles, and Chicago.
The holiday campaign will be introduced with teaser advertising designed to pique consumers' interests, challenge their notions of the ANF brand and encourage them to explore the changes that have taken place at ANF over the past two years. The message in the first phase -- People have a lot to say about us. They Think They've Got Us Figured Out -- will be followed up with the holiday messaging, This is Abercrombie & Fitch, illustrated by images that are optimistic, inclusive, and emotional.
Abercrombie & Fitch Co. is a leading global specialty retailer of high-quality, casual apparel for Men, Women and kids with an active, youthful lifestyle under its Abercrombie & Fitch, Abercrombie kids and Hollister Co. brands.
