A&F: From Controversy to Comeback?

Since the days of preppy looks and chiseled abs, Abercrombie & Fitch has struggled to maintain its dominance in the crowded young adult fashion market. Though the company seemed to fade from the public eye, they claim big things are coming.

4 years after a PR disaster, with a new CEO and creative team, the once go-to for mainstream teen style is looking to rebrand itself. And yes…without the shirtless models that made them somewhat iconic all those years ago. The brand has changed its aesthetic but also its stores drastically doing away with the loud music and the heavy cologne that definitely became a repellant for many shoppers.

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Old vs. New Abercrombie & Fitch Ads

The company recently released their first TV advertisement in over a decade. No bare skin can be spotted during the one minute clip (linked below) that encompasses the new direction they are taking with their clothing. Intending to evolve with their consumers, A&F has opted for more minimalistic styles that are geared towards an older and more diverse audience. The brand has even decided to return to an old logo in efforts to distance itself from the stereotypes and exclusivity that arguably lead to its downfall.

As you can see in the video, with their new collection it’s all about adventure and the outdoors. Fran Horowitz, chief executive at Abercrombie & Fitch, hopes that the on-trend collection will resonate with young consumers recycling the vision that he says, made them a juggernaut in their early years.

From field jackets to chunky knit sweaters A&F has you covered this winter season. Here are some of our favourite looks from their current offerings:

 

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Will the company make a comeback? Only time will tell.

Nonetheless, we are excited by their new line of vintage outdoorsy clothing but don’t forget, clothes from Abercrombie & Fitch are still going to cost you a pretty penny.


Photos courtesy of Slate.com and Abercrombie.ca. 

Feature photo courtesy of Fortune.com.

 

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