Abercrombie & Fitch Co. tries on a new — and friendlier — brand identity

Those shirtless, perfectly sculpted male models and highly sexualized images are officially out at Abercrombie & Fitch, replaced by a more inclusive and welcoming identity.



The teen apparel retailer has launched an ambitious brand overhaul that includes a new marketing campaign, an updated logo and a totally redesigned website. The company will also introduce all-new digital advertising across video streaming websites, music platforms, and social media.



Abercrombie’s new brand identity will be launched with the company's largest ever advertising campaign, which kicks off this holiday season. It will launch in two parts, beginning with "teaser" advertising designed to pique consumers' interests and challenge their notions of the Abercrombie brand. The first part of the campaign does not have any images. It only features a tagline: “People have a lot to say about us. They Think They've Got Us Figured Out.”



The second part of the campaign will feature the chain’s holiday messaging, This is Abercrombie & Fitch, illustrated by imagery that the retailer described as “optimistic, inclusive, and emotional.”



“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, Abercrombie & Fitch Co. "Rather than buying clothes that symbolize 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.”



Abercrombie has been working to transform its brand and reputation ever since former — and controversial — CEO Mike Jefferies left nearly two years ago. Among other things, the chain was challenged with diversity issues, and was criticized for its hyper-sexual advertising campaigns and “cool kids only” mentality.



The chain has been updating its merchandise mix, with less emphasis on logo clothing and better quality fabrics. The retailer’s efforts to rebuild its brand still have a ways to go in terms of winning back customers. For the second-quarter, net sales were down 4% to $783.16 million and same-store sales also fell 4%.