Abercrombie & Fitch Rebranding
In the 2000s Abercrombie and Fitch clothing filled school hallways and was successful marketing towards the younger generation. In 2010, the retail apparel company began receiving backlash due to its lack of inclusivity. This controversy caused the brand to see a sharp decrease in customer retention and close 450 stores between 2010-2018. Our challenge was to create a new brand identity that resonates with Gen Z’s values in order to help Abercrombie put their past behind them.
Positioning
Audience
Primarily Generation Z and Millennials secondarily
Product Class
Family clothing stores
Market Share
1.8% of total industry revenue (IBIS World)
Past Archetype and Brand Message
Ruler: “This is Abercrombie & Fitch”
Past Rationale
Drinking water out of cans is more badass than drinking from plastic bottles
Brand Strategy
Brand Enemy
The lack of confidence
Intention
Connecting people to empower their individual style
Lasting Impact
Communities are inspired to find their unique style and are enabled to create change
Consistently true throughout the customer experience
Customers feel a sense of belonging and that they are genuinely welcomed
Brand Purpose
To empower communities to band together and build self-confidence
New Archetype
Everyman: the new brand strategy strives to make A&F more diverse and inclusive
Personality Traits
Diverse
Impactful
Confident
Inclusive
Insight
Young consumers and their parents are intimidated by the thought that Abercombie’s clothing is only for those that fit society’s standards of beauty
Former CEO Mike Jeffries in 2006: “We go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely” (The Guardian)
Abercombie refused to carry plus sizes until after 2014 after Mike Jefferies stepped down
Only 50% of parents believe their children fit “normal” sizing (Getwizer)
