Rebranding Abercrombie & Fitch
Currently Abercrombie is exclusive and only for the “cool kids” but this rebranding strategy will change the company’s attitude to be more friendly, fun, and inviting.
In order for Abercrombie and Fitch to stay relevant and popular among males and females ages 15-20, they must change their overall tone and look.
Take away the classic moose logo and the half naked men and add color and friendly faces.
By removing the moose logo, teens will be more inclined to wear the clothing because today they are less worried about their clothes being identifiable by brand, and more concerned with versatility and style.
Strategy
Logo Rebrand Variations
Creative Theme
Reach back into the original roots of Abercrombie and Fitch, and introduce a new clothing collection called, “The Original Collection”.
This line would have modern clothing with elements of “rugged, outdoor gear” pulled from A&F’s original foundation, in 1892. This will provide the store with a story. The collection would draw people into Abercrombie and Fitch to see the remodeled section of the store that displayed this collection to look somewhat like the store in it’s origin.
The remodel would also get people into the store to view the rest of “moose-less” apparel.
"Viral Video"
“Reduce the Moose” (#ReducetheMoose) is a movement that is centered around the major drop of the outdated moose logo and graphic tees. This campaign urges people to bring their old Abercrombie & Fitch clothing, which they no longer wear, in to donate.
Reduce the Moose coincides with the new rebranding of the company, by dropping the moose off all Abercrombie and Fitch’s future clothing. This will help people identify that A&F has a new look. It also connects with the original roots and new collection, with love for the great outdoors and environmental awareness. (67% teens agree to the notion that their favorite brand “supports good causes or gives to charities.”)
Social Interactive
The “Reduce the Moose” movement will coincide with “The Original Collection” by offering people to tweet their ideas (in descriptions) that they want added to the new collection.
Every month while the new collection is being introduced, a winning tweet (idea) will be chosen and that specific product in “the Original Collection” will be named after the tweeter.
The product line will be made from the recycled clothing that people bring in for the "Reduce the Moose" Movement.
Ambient Ad
Website Redesign
