Abercrombie & Fitch
First of all – Abercrombie & Fitch is a cool concept. For those who don’t know the concept behind Abercrombie & Fitch you’ll be thrilled. Instead of using regular sales people in their stores – they use models. And it’s the same models that are used in their campaigns.
Abercrombie & Fitch is promoted as a young, hot, casual and sporty brand. Everything about A&F appeals to the customer. And they’ve created a universe that people want to be a part of. That sells clothes!
A&F has some of the hottest marketing campaigns. The man behind them is Bruce Weber. The setting is usually raw, outdoor-ish and with models wearing very little clothes. And of cause – my favourite kind of photography: grey scaled.
In their newest campaign they focus on the gay market…which has always had an interest in A&F.
The campaign is fresh and hot. http://bruceweber.com/#/moving_image/webersodes/2516
Abercrombie and Fitch have embraced the gay imagery they have been labeled with. And it’s working for them!
I have been seriously impressed with Abercrombie & Fitch ever since I visited their store on 5th avenue in NYC in 2010. If you ever get the chance: DO IT!
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