NEW ALBANY, Ohio, Oct. 13, 2016 /PRNewswire/ -- Abercrombie &
Fitch Co. (NYSE: ANF) today introduces a redefined identity for the
Abercrombie & Fitch brand, 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.
The new brand conviction 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 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."
"I am excited with the work that has been done by the A&F
team which, under the exceptional leadership of new Brand President
Stacia Andersen, shaped this new
identity and is 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,"
concluded Ms. Horowitz.
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.
"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 Ms.
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 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 here:
https://youtu.be/QiormpYQMGU
Download Abercrombie & Fitch holiday images here:
https://www.mediafire.com/folder/4kc39v1tgiz4k/A%26F_Holiday2016
About Abercrombie & Fitch
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. At the end of the second quarter, the company
operated 744 stores in the United
States and 182 stores across Canada, Europe, Asia
and the Middle East. The company
also operates e-commerce websites at www.abercrombie.com and
www.hollisterco.com.
Video - https://youtu.be/QiormpYQMGU
Photo - http://photos.prnewswire.com/prnh/20161012/428006
Photo - http://photos.prnewswire.com/prnh/20161012/428007
Logo - http://photos.prnewswire.com/prnh/20161012/428024LOGO
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visit:http://www.prnewswire.com/news-releases/this-is-abercrombie--fitch-300343886.html
SOURCE Abercrombie & Fitch Co.