NEW ALBANY, Ohio, Oct. 13, 2016 /PRNewswire/ -- Abercrombie
& Fitch Co. (NYSE: ANF) today introduces a redefined identity for the Abercrombie & Fitch brand, reflecting the
character, charisma and confidence of today's consumer while honoring the brand's 125-year heritage as a quality, casual, and
distinctively American luxury brand.
The new brand conviction will be launched with the Company's largest ever advertising campaign to kick off this year's holiday
season. At the same time, A&F will introduce a completely redesigned website, all-new digital advertising across video
streaming websites, music platforms, and social media, and out-of-home marketing in New York
City, Los Angeles, and Chicago.
"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."
"I am excited with the work that has been done by the A&F team which, under the exceptional leadership of new Brand
President Stacia Andersen, shaped this new identity and is bringing it to life at every consumer
touchpoint. While our marketing will continue to develop, we are embracing this opportunity to show the world it is a new day at
A&F," concluded Ms. Horowitz.
The holiday campaign will be introduced with "teaser" advertising designed to pique consumers' interests, challenge their
notions of the ANF brand and encourage them to explore the changes that have taken place at ANF over the past two years.
The message in the first phase -- People have a lot to say about us. They Think They've Got Us Figured
Out -- will be followed up with the holiday messaging, This is Abercrombie & Fitch, illustrated by
images that are optimistic, inclusive, and emotional.
"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 Ms. 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 holiday campaign was shot by acclaimed photographers Josh Olins and Matt Jones and styled by long-time partner of the brand, Deborah Watson.
View the "This is Abercrombie & Fitch" video here: https://youtu.be/QiormpYQMGU
Download Abercrombie & Fitch holiday images here: https://www.mediafire.com/folder/4kc39v1tgiz4k/A%26F_Holiday2016
About Abercrombie & Fitch
Abercrombie & Fitch Co. is a leading global specialty retailer of high-quality, casual apparel for Men, Women and
kids with an active, youthful lifestyle under its Abercrombie & Fitch, abercrombie kids and Hollister Co. brands. At
the end of the second quarter, the company operated 744 stores in the United States and 182
stores across Canada, Europe, Asia and the Middle East. The company also operates e-commerce websites at
www.abercrombie.com and www.hollisterco.com.
Video - https://youtu.be/QiormpYQMGU
Photo - http://photos.prnewswire.com/prnh/20161012/428006
Photo - http://photos.prnewswire.com/prnh/20161012/428007
Logo - http://photos.prnewswire.com/prnh/20161012/428024LOGO
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SOURCE Abercrombie & Fitch Co.