After the departure of controversial CEO Mike Jeffries and amid flagging sales, Abercrombie & Fitch revamp it’s brand image. The second quarter of 2016 saw sales slide by 4 percent.
On Thursday, the brand unveiled its latest step towards a “redefined brand identity” with a holiday ad campaign. The tagline “This Is Abercrombie & Fitch,” openes their new video where they want to proclaim that “people have a lot to say about us. They think they’ve got us figured out”.The brand debuted a new look with a fresh ad compaign.
The company has also deleted all former content on its Instagram account.We will see if these efforts and new directions can turn things around .
by Tyler Mccall