Abercrombie & Fitch Launches New Fully Integrated Campaign: "This is the Time"
October 19 2017 - 11:45AM
Campaign inspired
by brand's 125-year heritage of adventure and exploration
NEW ALBANY, Ohio, October 19th,
2017 -- Abercrombie & Fitch Co. (NYSE: ANF) has launched an
integrated campaign for its Abercrombie & Fitch brand, marking
the start of its 2017 Holiday season. Entitled 'This is the Time',
the campaign draws from the brand's heritage of adventure and
exploration, and taps into its core 21-24-year-old target
customers' focus on experiences. With a heavy weighting towards
digital engagement, particularly on mobile media, the integrated
campaign will see the brand present on a variety of digital media
and social media platforms, on TV, in movie theaters, and at music
festivals.
Since its founding in 1892,
Abercrombie & Fitch has always had a spirit of adventure at its
core, outfitting explorers, adventurers, and entrepreneurs; the
ones who believed it was their time to risk it all, and make their
mark on the world. That same spirit inspires the brand as it
outfits today's 21-24-year old, living their own adventures, be it
moving to a new city and making new friends, trying new
experiences, or starting their first job.
The Holiday campaign features the
A&F brand's first commercial in more than a decade; it aims to
capture that everyday sense of adventure and possibility and will
play in movie theaters, linear TV, Snapchat TV, and across social
media channels. The media buy includes a presenting partner
sponsorship of E's new Snapchat show Face
Forward, a first-to-market integration within Vevo's One to Watch content, and spots across E!, Comedy
Central, ESPN and Adult Swim. There will also be partnerships with
music platforms Pandora and Spotify, as well as music events,
bringing a live, experiential component to the overall campaign.
The campaign was developed by Abercrombie & Fitch and its
agency partners, The Richards Group and PMG.
"This is the
Time is borne of Abercrombie & Fitch's heritage as an
outfitter of adventure, and an appreciation of the significance of
this unique stage in our customers' lives, and the adventures they
are on." said Stacia Andersen, President of Abercrombie &
Fitch.
"Over the past year we've learned from
conversations and interactions with millions of our customers; we
understand how, when and where they want to engage, and what they
expect from us as a brand." said Will Smith, CMO of Abercrombie
& Fitch. "That insight, and an understanding of what made us an
iconic American brand, has shaped our campaign; This is the Time speaks to the important journey our
customers are on, as well as the one we are on as a brand."
In addition to national TV, and
cinema, including movie theaters in 35 college towns, the campaign
will be geo-targeted to a number of cities, such as New York,
Chicago, Los Angeles, Boston, San Francisco, Washington DC, Denver
and Seattle. These markets will also have local fixers and
ambassadors to facilitate in-city experiences for customers. Other
campaign activations will include a pop-up shop with adventures as
social currency, a sweeps travel opportunity tied to the A&F
Club, the brand's loyalty program, and support from a dedicated
group of influencers, with their own flair for adventure.
***
Notes to
Editors:
About Abercrombie & Fitch Co.
Abercrombie & Fitch Co. (NYSE: ANF) is a leading, global
specialty retailer of apparel and accessories for Men, Women and
Kids through three renowned brands. For 125 years, the iconic
Abercrombie & Fitch brand has outfitted innovators, explorers
and entrepreneurs. Today, it reflects the updated attitude of the
21 to 24-year old customer, whilst remaining true to its heritage
of creating expertly crafted products with an effortless, American
style. The Hollister brand epitomizes the liberating and carefree
spirit of the endless California summer for the teen market.
abercrombie kids creates smart, playful apparel for children ages
3-14, celebrating the wide-eyed wonder of childhood. The brands
share a commitment to offering products of enduring quality and
exceptional comfort that allow consumers around the world to
express their own individuality and style.
The Company operates approximately 900 stores
under these brands across North America, Europe, Asia and the
Middle East, as well as the e-commerce sites www.abercrombie.com
and www.hollisterco.com
Contact
information:
Public_Relations@anfcorp.com
This
announcement is distributed by Nasdaq Corporate Solutions on behalf
of Nasdaq Corporate Solutions clients.
The issuer of this announcement warrants that they are solely
responsible for the content, accuracy and originality of the
information contained therein.
Source: Abercrombie & Fitch Co via Globenewswire
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