HEY, CHECK IT. Along with the recent upgrade to the A&F App on the iPhone, a new descriptor for each of the Abercrombie & Fitch Co. brands has been introduced. These freshly reconstructed compositions for each concept are the first-ever full change-ups since the descriptors introduction in the mid-2000s. They now appropriately reflect the new mid-2010s progressive direction the Company has set its brands for the now and the future.
With the Abercrombie & Fitch brand, and naturally its childrenswear alternative, abercrombie kids, there is an emphasis on modernity, taste, and bold, progressive attitude. More striking is the inclusion of in-depth notions such as “creative ambition/imagination” and, romantically, “the opportunity to make history”. But what is really significant is the omission of “East Coast traditions and Ivy League heritage” (A&F) and “prestigious East Coast prep schools” (kids) in favor of the all-encompassing renowned ideal of “all-American style/cool”. This not only focuses on a singular iconic American vision, but also necessarily alludes to a boundless appeal and effort: it’s especially important at Abercrombie & Fitch because the idea of it being for 18-22 year old collegiates is completely out of line with its authentic heritage – and the reality of a significant portion of its consumer base – and limiting of full potentials creatively and consumer-wise; at a&f kids it is more inclusive with teenagers fitting of the style sizes there (of which has been the case for years). The new descriptors are overall impressively intelligently heightened and concise of the refined essence of the iconic brands.
Abercrombie & Fitch, now summarized as “Effortless All-American Style”…
“Rooted in East Coast traditions and Ivy League heritage, Abercrombie & Fitch is the essence of privilege and casual luxury. The Adirondacks supply a clean and rugged inspiration to this youthful all-American lifestyle. Ac ombination of classic and sexy creates a charged atmosphere that is confident and just a bit provocative. Idolize and respected, Abercrombie & Fitch is timeless, and always cool.” – Descriptor as it got to be before the Fall 2014 redesign
“The modern Abercrombie & Fitch is the next generation of effortless all-American style. The essence of laidback sophistication with an element of simplicity, A&F sets the standard for great taste. Confident and engaging, the Abercrombie & Fitch legacy is rooted in a heritage of quality craftsmanship and focused on a future of creative ambition.” – Redesigned form
abercrombie kids, now summarized as “the essence of fun & friendship”…
“The essence of privilege and prestigious East Coast prep schools, abercrombie kids directly follows in the footsteps of Abercrombie & Fitch. With a flirtatious and energetic attitude, abercrombie kids are popular, wholesome, and athletic. Rugged and casual with a vintage inspired style, abercrombie kids aspire to be like their older sibling, Abercrombie & Fitch. The perfect combinations of maturity and mischief, abercrombie kids are the signature of all-American cool.” – Descriptor as it got to be before the Fall 2014 redesign
“abercrombie kids is the next generation of all-American cool.the essence of fun and friendship, a&f kids celebrates each moment by sharing its effortless great taste with the world. Confident and independent, abercrombie kids stands for quality, on-trend style, and creative imagination. Each day brings a new discovery, a chance for adventure, and the opportunity to make history.” – Redesigned form
Over with the Hollister Co. brand, there has been a realignment back to contemporary, authentic SoCal youth culture in the merchandise and marketing as of late, and the new descriptor for it, too, reflects this mid-2010s effort. However, the tagline for the brand is retained as the classically-synonymous-to-HCo “The Fantasy of Southern California”…
“Hollister is the Fantasy of Southern California by Abercrombie & Fitch. It’s all about hot surfers and beautiful beaches. Young and sexy, with a sense of humor, Hollister never takes itself too seriously. The laidback lifestyle and all-American image gives Hollister an image that’s effortlessly cool. Hollister brings Southern California to the world.” – Descriptor as it got to be before the Fall 2014 redesign
“Hollister is the Fantasy of Southern California. Inspired by beautiful beaches, open skies, and sunshine, Hollister lives the dream of an endless summer. Hollister’s laidback lifestyle is infused with authentic surf and skate culture making every design effortlessly cool and totally accessible. Hollister brings Southern California to the world.” – Redesigned form
And as a sign of how things have come to be with the business, the Gilly Hicks brand has been removed from the “Our Brands” section of the iPhone app...
The family has really shrunk since the golden years of pre-Great Recession innovative, creative flourishings. However, new times are dawning at Abercrombie & Fitch Co. from this mid-2010s on, and the future is getting ever brighter unyielding…
Stay FIERCE!
