Abercrombie & Fitch "reintroduces" itself via new campaign with local angles

By

Sandra Halliday

Published
Jan 11, 2022

Abercrombie & Fitch said on Tuesday that it’s “officially”  reintroducing itself to its customers through a multi-faceted campaign that features staff from across its business, “highlighting their voices and experiences to firmly demonstrate who Abercrombie is now”.

The ‘Abercrombie Today’ initiative, has various local iterations and in the UK, it’s being brought to life through a new window display in its Regent Street, London store, which “proudly spotlights [the] associates as the heart of the company”.

It builds on the purpose-driven initiatives it has implemented over recent years. In 2020, the brand launched the communities-funding Abercrombie Equity Project. This includes the A&F Conversations social media video series, "which facilitates honest discussions about topics that are important to the brand and its customers, communities and partners”.

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The staff members featured in the campaign are being showcased via A&F Conversations, “where they share their candid thoughts on what working for Abercrombie means to them”.

The company said that on a global basis, the new campaign renews its “commitment to inclusivity, creating a sense of belonging, and reaffirming its brand purpose, which is that every day should feel as exceptional as the start of a long weekend: comfortable, confident, stress-free – together”.

“Abercrombie isn’t a brand where you need to fit in – it’s one where everyone truly belongs,” said parent company CEO Fran Horowitz. “We lead with purpose, and that inclusive and equitable spirit is woven throughout all we do.”