Snobby no more
Abercrombie & Fitch has been, for years, a highly polarizing brand – kind of a “mean girls” brand. Many teenagers loved it; many others loved to hate it.
However, in the face of plummeting sales, A&F yesterday launched a new marketing campaign. Gone are the brooding, shirtless dudes and snobbishness. Now the message is inclusiveness. There is even a new logo. The store experience will change, too. They will become much brighter and slightly less heavily scented. Essentially, they are trying to become a “casual luxury” brand for people in their 20s who loved the brand as teenagers.
It may be a tough road for A&F. Its rivals American Eagle and Hollister have already carved out their own inclusive images that young shoppers seem to find appealing. Moreover, A&F isn’t necessarily a warm, fuzzy brand that a lot of people are inherently rooting for. Many people who are in their 20s and 30s found the brand intimidating and exclusionary, while many teens just find it un-cool.
(The Wall St. Journal article above is behind a pay wall, so if interested you can listen to the Marketplace story about the new A&F here.)