The campaign reflects the character, charisma and confidence of today's consumer while honoring the brand's 125-year heritage as a quality, casual and distinctively American luxury brand.
The new brand conviction will be launched with the company's largest ever advertising campaign to kick off this year's holiday season.
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 new brand conviction will be launched with the company's largest ever advertising campaign to kick off this year's holiday season.
The campaign was shot by acclaimed photographers Josh Olins and Matt Jones and styled by long-time partner of the brand, Deborah Watson.
At the same time, A&F 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, Los Angeles and Chicago.
Fran Horowitz, President and Chief Merchandising Officer of Abercrombie & Fitch Co 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.
Fran Horowitz, President and Chief Merchandising Officer of Abercrombie & Fitch Co 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 symbolize 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."
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 is People have a lot to say about us. They Think They've Got Us Figured Out and will be followed up with the holiday messaging, This is Abercrombie & Fitch, illustrated by images that are optimistic, inclusive, and emotional.
Brand President Stacia Andersen said: "Our new creative features fresh and candid imagery that invites consumers to experience assortments that capture a new perspective of effortless style and beauty, elevated to a more sophisticated level, as well as our enduring commitment to quality."
