Changes That Have Been Made

Rebrand:




> Fran Horowitz becomes CEO February 2017
> The well known Abercrombie and Fitch store dynamic changes - turned the lights on and turned the music down as the stores were famous for being dark and loud.


> De-sexualised the brand by getting rid of the shirtless models that would stand outside of the store, no more shirtless models on the shopping bags, and stopped being so specific with the employees as they originally were typically attractive people.
> These were all trademark attributes put in place by former CEO Mike Jeffries who was known for his controversial statements such as:
- "We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that."
> Introduced a new logo in 2016
> October 2016 they rebranded their Instagram by deleting all posts and uploading a simple slogan post depicting "People have a lot to say about us. They think they've got us figured out."


> They followed this post with uploads featuring items from their new look book and included captions such as "something more natural" and "Wouldn't it be nice to try something new?" signalling their rebrand.










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