|Womens look book model being prepared for photoshoot. | (image source)|
It is incredibly fantastic to have a peek backstage and become familiarized with the process...if only in a short little video such as this one. It would be very amazing for Abercrombie & Fitch to engage its fans more with insightful cool videos bringing us to a closer, intimate level with the Company.
Abercrombie & Fitch may be the coolest fashion retailer on the planet, but it doesn't match the level of intimacy between customer and company as, for great example, do Burberry, Louis Vuitton, and Dior...brands known less for their cool, and more so for their exclusivity, yet commanding 14 million, 11 million, and 10 million Facebook likes, respectively. Those are levels much higher than A&F which has recently stagnated in growth of Facebook likes. (BTW, Dior just this month surpassed the 10,000,000 mark). Basically, there's more to success and maintaining customers interested than just blasting transparent cool; and from A&F, it's a cool – the same ole idea of "cool" – being criticized by analysts as being no longer enough. Time goes on and evolution is the natural flow of things. Honestly, from A&F we want to see more than just pictures of abs. It's not that no one adores the display of beefcake, but rather that it's just an up-front fleeting public relations ploy and nothing more...and seemingly now the only trick in the bag (apart from annoyingly recycling and overphotoshopping photography of seasons past). We all want a return to all things fresh and new with a forward eye into the future, and most importantly to get close and personal with the HOTTEST company – to engage and enjoy! The A&F Club...this video above...hopefully the humble start of wonderful more stuff to come. Keep it moving, keep it new, keep it evolving energized and bold...and always keep it FIERCE! Together, Company and fan, we're invincible...