×
90 462
Fashion Jobs
ROSS
Store Protection Specialist
Permanent · San Jose
H&M
Part Time Cleaning Technician
Permanent · NEW YORK
H&M
Part Time Cleaning Technician
Permanent · NEW YORK
COLUMBIA SPORTSWEAR COMPANY
Digital Product Owner
Permanent · PORTLAND
KOHLS
Senior Product Manager
Permanent · Menomonee Falls
KOHLS
Full-Time Loss Prevention Supervisor
Permanent · Bloomingdale
KOHLS
Full-Time Sales Supervisor - Softlines
Permanent · Spokane Valley
KOHLS
Full-Time Loss Prevention Supervisor
Permanent · Sunset Valley
BOARDRIDERS
Stock Supervisor - Part-Time - Jersey Gardens
Permanent · LAKE FOREST
COLUMBIA SPORTSWEAR COMPANY
Information Security Risk And Compliance Analyst
Permanent · SALEM
COLUMBIA SPORTSWEAR COMPANY
sr Manager Digital Product Management- Product Creation Technology
Permanent · PORTLAND
BLOOMINGDALE'S
Asset Protection Visual Security Officer, Full Time - ny 59th st
Permanent · New York
REISS
Area Manager
Permanent ·
MACY'S
Asset Protection Detective, Francis Scott Key - Standard Part Time
Permanent · Frederick
MACY'S
Asset Protection Detective, Willowbrook - Flex
Permanent · Wayne
MACY'S
Asset Protection Officer, West Virginia - Full Time (2840)
Permanent · Martinsburg
MACY'S
Asset Protection Detective, Walnut Creek Broadway Plaza - Flex
Permanent · Walnut Creek
MACY'S
Asset Protection Officer, West Virginia - Part Time (2840)
Permanent · Martinsburg
MACY'S
Asset Protection Detective, Del Amo Fashion Center - Full Time
Permanent · Torrance
MACY'S
Asset Protection Detective, Tuttle Crossing - Standard Part Time
Permanent · Dublin
TIFFANY & CO
Full Time Branch Security Officer - Cincinnati
Permanent · Cincinnati
TIFFANY & CO
Market Vice President, Mid-Atlantic & Central Market
Permanent · Chicago
Published
Oct 13, 2016
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Abercrombie launches redefined brand campaign for holiday 2016

Published
Oct 13, 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.


Stills from the Abercrombie holiday campaign


 
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.

Copyright © 2022 FashionNetwork.com All rights reserved.