Christmas has Arrived!!! Feeling Naughty, Anyone?

Christmas 2010 has finally arrived at our favorite A&F brands and it is looking very interesting indeed. The season is always the one I look most forward to because it is always the best - great photography, music, and events. Now that is has come, I have some quarterly criticism to dish out...what rocks, what sucks, and what in the world is going on with the redundant marketing!

Main marketing image for A&F "Naughty or Nice" Xmas 2010

Abercrombie & Fitch: The parent brand has rarely failed my expectations, and this one is no exception. I really enjoy it! The poses and facial expressions are always so captivatingly dreamy, euphoric and timeless. The male models definitely dominate the selection (as they always do) because they are the ones that carry a look that exceeds the frame; they look beyond into that timelessness aesthetic that is so iconic of A&F/Bruce Weber photography. The shot of the African-American girl is purely breathtaking as her beauty (and prominent hair) seemingly leans out towards the observer the furthermore he/she stares. The one model that truly stuck out is the female with freckles. I'm sure you all agree. Her image is very country-classic, very innocent and not very "typical Abercrombie." Yet, in that sense, it is so American, and that is so typical Abercrombie. Did I just make any sense? It helps to add that this Christmas is very inspired to be "naughty," and this reminds me so much of the previous scandalous Christmases A&F enjoyed with the Quarterly. Completely fun! A&F "Naughty or Nice?" Xmas 2010 is honestly high-photography at its best, as it should be, as is always Abercrombie & Fitch.

Main marketign image for abercrombie good* xmas 2010

abercrombie: At the start, I found the marketing of abercrombie *good xmas 2010 as highly wonderful. The main image of the little bulldog is very "cute" (especially with the caption "I've been good* this year) and captures that classic child-essence; that of mischeivious innocence, a quite wonderful juxtaposition. Then, the selection continues with a footnote on abercrombie's rather out-of-the-Oxford-dictionary-sounding cheeky footnote which clarifies what being "good" implies (to abercrombie standards, at least). I had to laugh; it is so fun, mock-intellectual, and a footnote I think most of us will find quite handy come Christmas morning! The marketing was great...until redundancy can rearing its ugly face - yet again! - and I rolled my eyes. The picture in question is of the girl in the navy-stripped  long-sleeve shirt, and it was first used in Summer 2009. Honestly, if there is one thing I have come to hate about A&F is the use of past marketing photography for itself and its other brands. The Company may think that most of its consumers won't notice, but I do and it is annoying, cheap, and scars the campaign. Don't get me wrong, I don't completely hate this campaign. How could I, have you seen the bulldog? And it also encompasses really wonderful new photography, but that one image just drags it down a tad. My conclusion? abercrombie good* xmas 2010 isn't brilliant, it's just simply very "good."

Main marketing for HCo. Xmas 2010

Hollister Co.: Marketing for HCo. is unpredictable. I mean, there are common aspects that you always come to expect and that do come through every time, but the final aesthetic is oftentimes a fun departure from the norm of aged, sepia-color. This time, there is full-color with a watercolor finish! But despite this, it is just weak. The only great image is the main photograph of the male model with the plaid shirt over his shoulders. Really, only the male models pull through fine, in every HCo. campaign, and rarely are female models outstanding. In the case of HCo. Xmas 2010, the two females are so blant (especially the short-haired one who seems to have unattractive gender-issues) that why even bother including them? This campaign begins SoCal hot and then ends so-not right. smh.

Main marketing for GH Christmas 2010

Gilly Hicks: Oh, Gilly, where for art though, Gilly? I really like the new watercolor thing A&F has going on for the GH Christmas 2010 campaign, as well. That is it - well, also the main image of the nude guy tugging on the girl's jeans - pretty much everything else is simply dull! I was so captivated and inspired by the first photography that Bruce Weber produced for Gilly Hicks in sepia (back in 2008), and then he out did himself last Christmas with the hot full color shots! But, this Christmas 2010 is so boring, redundant, and blah that I might just cry! No new photography was shot exclusively for Gilly Hicks; these are images from A&F Screen Test featuring Camille (who isn't exactly breathtaking in beauty, but is passably cute) and Lukas. A&F, if you want to develope GH a brand of outstanding brand image, you are going to have to maintain an original streak and not fall back to recycled redundancy (as if I haven't used that word enough).

Abercrombie Kids Delivers on the Clutch!

Clutch by abercrombie, 1.0oz US$30

Check it out! A new fragrance by abercrombie for the boys, Clutch is sure to bring confidence to its wearer on or off the field! This scent is typical abercrombie: It is masculine, woody and rugged with hints of sophistication and sensuality. This newest cologne sure somes through the clutch with a triumphant touchdown!

Naughty A&F Offers Up Some Christmas Goodies Before the Season Hits

How exciting is this! Abercrombie & Fitch, and its sister brands, is offering up a taste of what is coming our way this Christmas 2010 (apart from the exclusive look at its newest fragrance, Woods). Honestly, I can not wait for the season to hit stores. It is really going to be interesting to see what the company will bring forth after the extravagant Screen Test campaign! There is definitely a high bar to surpass, and I am expecting it to be great. I mean, every Christmas season is the best of the year. Now that we have gotten a sneek peak at the fashions to adorn the stores this holiday, there is just no way this Christmas 2010 will be any less naughty!

Get Back to The 'Woods' With A&F Before Everyone Else!



Abercrombie & Fitch returns to its outdoors heritage with upcoming Woods cologne.

It's back; the "Ivy League of cologne" from Abercrombie & Fitch. As FIERCE was to Christmas 2009, Woods will be for Christmas 2010. A&F is gearing up for the return of the Woods cologne for its upcoming Christmas 2010 fashion season (due to kick-off next week instores worldwide). But exclusively for its Facebook fans, A&F's giving us a chance to snag the new scent before the season hits stores! Get it now through the link provided below...happy sniffing!

Get Woods cologne now (1.7 fl oz, US$50); exclusively here for a limited time: http://www.abercrombie.com/webapp/wcs/stores/servlet/ProductDisplay?catalogId=10901&storeId=10051&langId=-1&parentCatgroupId=12202&childCatgroupId=12232&categoryId=12232&productId=709482&langId=-1&preview=yes

FIERCE Could Be Fiercely Harmful to Your Health



Teens protesting outside an Abercrombie & Fitch store against FIERCE.

According to the report Not So Sexy: The Health Risks of Secret Chemicals in Fragrances done by the Campaign for Safe Cosmetics, FIERCE has eleven unlisted ingedients - eight of which can cause headaches and respiratory problems and one which is known to cause harm to male sex organs, diethyl phthalate. It agree with the article I read: The latter ingredient is quite ironic given that FIERCE is marketed as to be associated with virility. FIERCE is a very profitable fragrance and is vital to A&F marketing and its image. So, naturally, a legal World War III may ensue if the issue gets on major scale if more activist groups jump on the bandwagon against the brand in protest.

*Source: http://www.totalbeauty.com/news/perfume/best-and-worst-products/teens-protest-af-perfume-harmful-chemicals-1286312292

A&F To Hold Hiring Event for Paris Flagship Opening Soon

Place de la Concorde, Paris.

Abercrombie & Fitch is going to be hanging out in Paris next week in preparations for the opening of its Paris flagship store in Spring 2011. The company will be hosting a careers opportunities even at the beautiful Place de la Concorde on October 14th and 15th from 9am to 6pm (CET). Living in Paris? Then take the oppurtunity to work at the coolest store in France!

P.S. RSVP on A&F's Facebook page if you will be able to attend. (click on the link below)
http://www.facebook.com/?ref=logo#!/event.php?eid=154452111262070

Model Gets Fired for Eating Croissant

Belgian model Florian van Bael who was fired during an A&F photoshoot in October 2010.

Eat in the presence of Bruce Weber during an Abercrombie & Fitch photoshoot and expect to get scorned. That is what happened to Belgian model Florian Van Bael after he ate a croissant during an A&F photoshoot taking place at Montauk, New York, in the Panoramic Hotel - he got fired!!! It "was considered to be an inappropriate moment" when the guy took an innocent bite at the pastry that got him kicked out of one of Weber's coveted A&F photoshoots. The models, 30 in total, were under strict supervision as to what they ate, when the worked out, ect. True enough, don't eat while Weber's about to capture your abs, so not professional. This is irrelevant, but I think the photoshoot was for Spring 2011.

P.S. Florian van Bael is a rising model. He was featured in models.com as top model of the week during summer 2010, and has been included in multiple upscale fashion campaigns in the past.

*Source: http://www.dailymail.co.uk/news/article-1317930/Male-model-fired-eating-croissant-Abercrombie--Fitch-shoot.html

A&F Soars Past its Competitors This Season

A&F Screen Test ad featuring model Justin Hopwood.

There was much anticipation, and speculation, for the Back-to-School 2010 fashion season at Abercrombie & Fitch. It is the most elaborate marketing campaign to date for the company. It was the return of the A&F Quarterly, the launch of the unforgettable 'Screen Test' contest and a series of fantastic films that capture the spirit of the campaign. There were also sales, too! [Gasp!] Let's not forget the Chasing the Perfect and Shopping Spree campaigns for Hollister Co. and abercrombie kids (respectively), either! Yes, BTS 2010 will go down in the History of Abercrombie & Fitch as the most memorable ever - for the customer because of all those chiseled abs and discounts, but for the Home Office because of the heaven-sent (and much more than expected) rise in sales. Nearing the end of the BTS season, A&F has come out has the triumphant winner above all its competition. By the end of October, the company reported a 13% increase in same-store sales that, as MarketWatch puts it, "[...] blew Wall Street projections to the sky." It also reported a whopping 25% increase in net sales to $305.3 million and its shares climbed to nice $42.03 on the NYSE. Needless to say, the rest of its trashy competitors did not even come close enough to emulate the same success.

Before the launch of Screen Test, I reviewed multiple analysts’ reports on their thoughts as to what effect the return of the Quarterly and its campaign would have on sales. Many claimed it would be minor - that it was a desperate attempt on A&F's behalf that would not amount to much. But as we all know [being those who are young enough to understand] ass and bright smiles bring attention and mullah...and, Abercrombie & Fitch, you know what to do so keep the ball rolling...

Check out the report for yourself below (if you care to read the entire thing)...
http://www.marketwatch.com/story/research-on-abercrombie-fitch-co-and-american-eagle-outfitters-inc-back-to-school-sales-positive-2010-10-08?reflink=MW_news_stmp

Abercrombie Kids Now on Facebook

Notification sent to email subscribers

It took a long while, but abercrombie kids has finally joined the rest of its family on Facebook. Honestly, I thought it wasn't going to happen because, well, there aren't much 7-14 year-olds on Facebook to begin with. But the brand nevertheless has a strong fanbase outside and beyond its target consumer age and it is wonderful that it has a place on the most popular social networking site in the world to keep its fans in the know. Like the page on Facebook today!