Abercrombie & Fitch Co. has a new brand conviction that will be launched with the Company’s largest ever advertising campaign to kick off this year’s holiday season. 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 City, Los Angeles, and Chicago.
This redefined identity for the Abercrombie & Fitch brand, focuses on reflecting 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.
Abercrombie & Fitch Co. #ANF
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.
The holiday campaign was shot by acclaimed photographers Josh Olins and Matt Jones and styled by long-time partner of the brand,Deborah Watson.
View the “This is Abercrombie & Fitch” video:
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.