Since 1892, Abercrombie and Fitch has been a prominent American retailer of upscale casual and formal clothing. In the past 40 years, A&F experienced tremendous growth, and became a staple in malls and urban shopping centers across America and the rest of the world.

Reposition A&F to attract and identify with the Millennial consumer between the ages of 18 and 30.

95% of American Millennials recognize the Abercrombie and Fitch brand, and 60% have shopped there in the past.

Utilize iconic Abercrombie and Fitch logos with revitalized slogans and visuals to create a meaningful identity that appears open and inclusive to all types of Millennials.

Practically Adventurous. The tagline and corresponding imagery empowers Millennials to seek adventure and feel comfortable no matter where they are or what they are wearing. The new campaign strives to increase awareness of the repositioned Abercrombie and Fitch.