The Rebrand of Abercrombie & Fitch
Written by Gracie Greenberg
The first thing that comes to mind when most people think about Abercrombie and Fitch is probably the smell. But in addition to that overwhelming smell of cologne, comes the dark lights, black and white pictures all over of white fit models, and the classic Abercrombie and Fitch t-shirts, hoodies, and expensive yet cheap clothing that took over the early 2000s. At least that's what used to come to mind.
Over the past few years, the brand has looked to tik tok and Gen Z as an aid to help its rebrand and promote their new and improved products. They are putting social media first and letting the public tell them what they want, not the other way around. After becoming the most hated retailer in 2010 and facing a decline throughout the years, the brand knew they were in need of a change (Chen, Cathaleen). “‘That evolution really started in 2017 when Fran Horowitz took the reins as CEO and since then she has ushered in the spirit of inclusivity and acceptance you see woven throughout the fabric of the company today,’ Carey Collins Krug, Abercrombie Brands' senior vice president and head of marketing” (Jeunesse, Marilyn).
From being known as an “exclusive” brand catered to a “cool”, conventionally attractive, thin, white market, to an inclusive and modern company, A&F had to do a complete turn around starting from within not just how they advertised their clothing. They have been expanding their sizes, using a variety of models, and creating pieces that are perfect for a timeless capsule wardrobe, moving in the direction of a more acceptive, sustainable, and trendy market (Jeunesse, Marilyn). Even walking into an A&F store feels and looks so vastly different from its past reputation and obtains a modern, calm, and trendy vibe. What once was a staple of the “it” high schooler is now a brand that encompasses so much more. By trying to be more sustainable with staple pieces and looking to social media to influence how they continue to change and improve their brand, Abercrombie and Fitch switched their message to include everyone both within the brand and how they project themselves on social media and to society.
Abercrombie and Fitch is just one example of how the fashion industry is progressing in a better direction. We have been seeing brands like Aerie, Fenty Beauty, and even Victoria's Secret working on making their advertising and products more inclusive with a wide variety of sizes, shapes, and colors. As an industry, brands have realized that the toxicity of the traditional beauty standard will no longer prevail because the public has developed a larger and louder voice.
Sources:
“Abercrombie & Fitchs Comeback: How the Brand Became Cool Again.” Fintecology, 25 Apr. 2021, https://fintecology.com/2021/04/25/abercrombie-fitchs-comeback-how-the-brand-became-cool-again-400/.
Chen, Cathaleen. “Abercrombie & Fitch's Brand Reinvention - Download the Case Study.” The Business of Fashion, The Business of Fashion, 19 Nov. 2021, https://www.businessoffashion.com/case-studies/retail/abercrombie-fitchs-brand-reinvention-download-the-case-study/.
Jeunesse, Marilyn La. “How Abercrombie & Fitch Became Cool Again.” Teen Vogue, 9 Nov. 2021, https://www.teenvogue.com/story/abercrombie-and-fitch-is-making-its-comeback-tiktok.