Everyone will always remember the feel and smell of Abercrombie & Fitch during the early 2000s. The store’s lights were dimmed, music was blasting and the cologne could be smelled before entering the store. Today the stores are not as dark, and model and sizing representation have become more inclusive. Becoming more inclusive is a part of the company's rebranding efforts.
Abercrombie and Fitch began using TikTok during the start of Covid-19 to reach millennials and Gen Z in a new way. Their focus is not only on fashion but also on lifestyle. The company works with all types of creators, from chefs to comedians, rather than only working with fashion influencers. Ever since growing its platform on TikTok, the brand’s goal has been focused on targeting a young audience aged 25-29. The brand views this audience as professionals who spend their time off enjoying leisurely activities. TikTok has allowed Abercrombie to listen to its consumers.
Abercrombie and Fitch have moved away from low-rise jeans and hoodies with oversized logos to more modern, staple, and trendy clothing. The clothing at Abercrombie is not only trendy, but also affordable. Bodysuits, jeans, jackets, and leather pants have become Abercrombies staple pieces. Ever since their rebranding, their clothing has shifted to basics that can be styled in different ways.
Their pieces include more neutral colors. The brand launched Denim Your Way, a campaign that featured the new Curve Love Jeans. These jeans are available in up to a size 14 and come in three lengths. Curve Love Jeans stretch to flatter which keeps the essence of the jeans, making sure they are not leggings. They have also been working on changing the quality of their products to include better zippers, buttons, and fabrics.
Today Abercrombie is not about fitting in, but it is now focused on creating a space where everyone feels accepted. The brand’s ads now feature models of different shapes and sizes allowing people to see themselves rather than the standard model in previous years. Abercrombie and Fitch have become more committed than ever to inclusivity. Consumers no longer have to alter who they are to fit in with the brand.
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