Don’t call it a comeback… Or, should we?!
Abercrombie and Fitch (A&F) recently underwent a complete company makeover, compelling consumers to pay closer attention to the brand, this time around. The new brain behind the A&F modification, Aaron Levine (the former menswear designer at Club Monaco), is helping the brand make extreme revisions. Did Abercrombie and Fitch hit us with the Sprite Remix? Maybe, so. Let’s take a deeper dive into the changes and assess things from there.
Change, in the world of fashion, is inevitable and can even be way more difficult to keep up with than many seem to realize. The decision made to reinvent an existing brand in and effort to gain new customers, while consistently managing to keep their loyal customers in mind was a genius idea!
“So, what exactly does all of these changes mean?” You ask. “And, what changes should we expect to see in the near future?” Let’s just jump right into it…
Transitioning from refined to rugged…
No more lettermens jackets and sweaters! A&F is now evolving toward new millennial times and desires which bends toward more of a swaggered-comfort, in terms of attire. The new Abercrombie and Fitch wearer is an adventure seeker and craftsman who prefers more of a swaggered-comfort in terms of attire.
Enough sex! More everyday edge, please…
The 123 year old brand has finally decided to discontinue the young, blonde, bombshelled and chisel-cut models of old and replaced them with a more diverse, mature and versatile model of the current age!
They are real adults who are a bit more worldly and cultured. To put things plainly, they are the “new sexy” breed!
New direction for design essentials…
No longer gravitating toward the young teenager, A&E has decided to convert the label’s mantra from fresh and new to classic and timeless. Levine explained it best by stating,
“When building on a foundation you maintain the handwriting so it doesn’t look inauthentic. It needs to feel honest, the product needs to feel as though it has integrity. So we look at different aspects of the history and rework them: apply new fabrics, new trim, new fits, engineer the garments so they fit a little differently. Through that we end up with a clear, concise point of view about who we are and where we’re going.”
The new direction seems warranted, but will evolving from teeny-bopper brand to All-American guy next-door really help with to old and new consumers? Well, we will just have to see! But, until we’re able to tally up the results, let us know what you think in the comments below! Yay or Nay to the Abercrombie & Fitch face lift?
Written By: January Jones