It closed stores and lost much of its market share to newer competitors. Efforts to craft a new image began in earnest this year. Will the strategy work out better for Abercrombie? Some light might be shed when the retailer releases its third-quarter earnings on Nov.
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Powered by WordPress. Abercrombie is ostensibly no longer aiming to appeal to rebellious teens. They're entering a true adulthood, sort of to age band, collegiate, and immediate post-collegiate. They have a more refined sensibility, a great sense of themselves, and the imagery that used to be used was designed to provoke. Abercrombie used to provoke with photos of couples in mid-kiss. What we are trying to do is show a lifestyle and an ethos that is consistent with today's to year-old who has a clearer sense of self and identity, and we can appeal to that lifestyle and that confidence that they have as they get to that age level," Martinez told Business Insider in November.
Here's an ad from Yes, that's Ashton Kutcher, front and center and in boxers. This is Abercrombie, 18 years later. In , Abercrombie was still capitalizing on its shirtless models. That's not the main focus anymore. Notably, its female models get to be fully clothed, which is hugely important and demonstrates a marked shift.
For the most part, they aren't depicted as sex objects. Rather, as they are depicted as models wearing clothes. Agency culture. Agency models. Agency performance. Awards case studies. Brand purpose. Brand safety. Brand strategy.
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