Abercrombie & Fitch is reinventing itself. Ditching sexualised marketing from their campaigns to topless store models, having clothing with fewer logos and now focusing on quality—elevated and fashion forward style.
British-Indian Neelam Gill whom also starred for Burberry is on the campaign photographed by Dan Martensen. While the latest mens campaign starring model Alex Libby is shot by Zackery Michael. We can spot more of an interpretation of the modern and rugged look, a nod to the brand’s rugged heritage but with new fits and fabrics.
Sales having been going up ever since and any brands need to image and brand positioning is very important or else you will lose your share as one of the leader in your market. Yes, it’s takes a lot of courage to make that step but Abercrombie & Fitch has proved that even this new direction made its way into the news, earning more exposure without paying for any advertisements on news about its rebrand and hoping to ditch its reputation as a boorish retailer.
As we always say, why fit in when we can stand out?