Abercrombie launches redefined brand campaign for holiday 2016

By

Obi Anyanwu

Published
Oct 14, 2016

Abercrombie on Thursday unveiled its largest-ever ad campaign for the holiday season. The new campaign also serves as a reintroduction for the brand with a redefined identity that honor’s Abercrombie’s 125-year heritage.

 
The holiday campaign will launch with a “teaser” advertisement that says, “People have a lot to say about us. They Think They’ve Got Us Figured Out,” followed by holiday messaging and finally, “This is Abercrombie & Fitch.” Photographers Josh Olins and Matt Jones shot the campaign and long-time partner of the brand, Deborah Watson styled the looks.
 
"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," said Fran Horowitz, President and Chief Merchandising Officer of Abercrombie & Fitch Co. "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." 

In addition to the holiday campaign, the company launched a redesigned website and all-new digital advertising on video and music streaming platforms, social media and out-of-home marketing in New York City, Los Angeles, and Chicago.
 
Abercrombie announced in April 2015 that it would shed its “sexy” image and the company did away with “sexualized marketing” entirely by July. The company hired J. Crew alum Ashley Sargent Price to serve as Creative Director of Marketing to introduce a new direction.
 
"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," said Brand President Stacia Andersen. "Under the guidance of Ashley Sargent Price, the brand's first-ever Creative Director of Marketing, customers are now being exposed to the visual and stylistic progression in stores and online."
 
The change in marketing direction came after the company came under fire for “denying a Muslim woman a job because of her head scarf” according to Reuters, as well as hiring workers based on attractiveness.
 
The company also hired former Club Monaco VP of Men’s Design Aaron Levine and former Tommy Hilfiger Denim Creative Director of Women’s Sportswear Kristina Szasz in 2015 to revamp its product and move away from logo-focused clothing that were a catalyst for the company’s sales decline.
 
Despite the change in direction, Abercrombie in August posted a sales decrease for the 14th consecutive quarter. Comparable sales fell 4% and the company’s net loss increased to $13.1 million from $810,000.