• Home
  • News
  • Business
  • Abercrombie & Fitch reveals first campaign under new creative marketing director

Abercrombie & Fitch reveals first campaign under new creative marketing director

By Kristopher Fraser

loading...

Scroll down to read more

Abercrombie & Fitch has unveiled their first campaign from their new creative director. Since 2015, the brand has been attempting a comeback, and it has been going slowly but surely. The company, which laid out plans for a major rebranding last year, has debuted their first campaign under creative director of marketing Ashley Sargent Price.

Price, who was hired to replace Katia Kuethe, formerly worked at J. Crew. The first campaign under her leadership features a diverse cast of models, and is very simple and playful. This is in stark contrast to the Abercrombie & Fitch of the past which was known for its highly sexualized ads and shirtless models.

The company began shifting their campaigns more towards their new direction last year with their fall campaign starring Naleem Gill. This campaign is even cleaner, and takes a lot of risks with styling, like wearing a denim jacket as a head wrap. This certainly isn't the Abercrombie & Fitch of your average millennials teenage years. It's a new, but older version of the brand meant to appeal to that customer base which it has lost.

The company,which was ranked as ACSI's most hated retailer in America , might be the fashion comeback story of the year if this campaign helps boost their sales. The good news for the brand is that in Q4 there was a thirty percent jump in profits, and the first time they posted a gain since 2014. Unfortunately, the gains didn't hold for Q1 of 2016, where sales fell 4 percent overall and 8 percent at Abercrombie & Fitch the brand.

Still, the company's rebranding efforts continue, and they still seem to be doing better than they were under CEO Mike Jefferies.

Abercrombie & Fitch