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Abercrombie & Fitch unveils new brand identity

Charisma and confidence are some of the qualities Abercrombie & Fitch (A&F) is vying to portray in its revamped identity and new advertising campaign.

Recently the company unveiled the new look as an effort to show a new version of itself, while staying true to its 125-year history as an American sportswear brand. The campaign includes a completely redesigned website and all-new digital advertising across platforms including social media. It is even integrating the apparel brand with select properties through a series of bespoke co-branded events and pop-up shops. Through the partnership, both companies aim to create unique experiences for customers and provide opportunities for members and guests to deepen their connection and loyalty through exclusive events.

Guests at Sbe hotels will have select access to A&F pop-up shops and exclusive offers, while members of the A&F Club, the brand’s loyalty program, can enter to win VIP access to grand openings and other cultural events at Sbe properties. Additionally, A&F Club members will be rewarded with special benefits at Sbe hotels and restaurants.

The partnership kicked off this month with a “Do it in denim” event at the Mondrian Los Angeles, where attendees had the opportunity to see and try A&F’s new denim collection. The retailer plans to launch more events in the coming months.

 
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