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Abercrombie & Fitch creates 'new brand identity'

US retailer hopes to reverse decline in performance by rebranding

Abercrombie & Fitch

Abercrombie & Fitch

Abercrombie & Fitch

Struggling US retailer Abercrombie & Fitch has unveiled a rebranding that celebrates individuality and uniqueness while staying true to the brand’s 125-year heritage.

“This new brand position is the product of an 18-month effort to create a brand identity that communicates our focus on our customers’ needs and aspirations,” said Fran Horowitz, president and chief merchandising officer.

“Rather than buying clothes that symbolise membership in an exclusive group, today’s consumer celebrates individuality and uniqueness. Our new brand reflects that confidence and independence of spirit, as well as our own dedication to a more diverse and inclusive culture.”

The firm has also launched a redesigned website and new digital advertising across video-streaming websites, music platforms and social media.

In late August, Abercrombie & Fitch announced a drop in sales for the 14th consecutive quarter, blaming a strong dollar for a decrease in tourist spend and a fall in revenue at out-of-town stores.

Abercrombie & Fitch is a sister brand to Hollister and the group comprises 744 stores in the US and 182 across Canada, Europe, Asia and the Middle East.

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