Abercrombie & Fitch Co. (NYSE: ANF)
revealed a "redefined identity" for its brand to reflect the current consumer trend of "character, charisma and confidence."
However, there will not be any compromise on its quality, casual and distinctively American luxury brand.
The upcoming holiday season will not be the same as the previous years. The retailer will unveil its biggest ever ad campaign,
with a redesigned web portal — complete with digital ad across video streaming websites, music platforms and social media. The site
will also reflect out-of-home marketing in three cities: New York, Los Angeles and Chicago.
Abercrombie & Fitch indicated that the holiday campaign was shot by Josh Olins and Matt Jones, renowned photographers, and
styled by Deborah Watson, a long-time partner of the brand.
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The specialty retailer's president and chief merchandising officer, Fran Horowitz, revealed, "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."
The company indicated that it would continue to develop marketing and would take the fresh branding initiative as an opportunity
to demonstrate that it is a new day at A&F.
The stock closed Wednesday's regular trading at $16.13.
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