A group project between myself and 4 others who researched, deconstructed and re-constructed the Abercrombie and Fitch brand and made it Fitch a more mature stable brand with all the benefits of the past while looking towards the future.
We were tasked with creating a strategic communications plan for a struggling brand. Through this presentation we created a new brand image and identified how we would use that to achieve the organization's objectives.
Brand Trends Report on the male grooming market - changing consumer behaviour, interview with brand owners and results of an beauty industry leaders' online survey. Published 2017, updated in 2018. To find out more please visit www.twobytwo.co.uk
College: Boston University
Class: Principles and Practices in Advertising
Group project to develop a campaign for Harry's Razor in efforts to build brand awareness to target audience.
For this assignment I created a media plan for HammerMade clothing brand. I had to research the demographics, psychographic, and geographic profiles of the target audience. I was then given a budget of $110,000 to purchase magazine and Facebook ads. After I completed this assignment I had a basic understanding of how the the advertising process works.
We were tasked with creating a strategic communications plan for a struggling brand. Through this presentation we created a new brand image and identified how we would use that to achieve the organization's objectives.
Brand Trends Report on the male grooming market - changing consumer behaviour, interview with brand owners and results of an beauty industry leaders' online survey. Published 2017, updated in 2018. To find out more please visit www.twobytwo.co.uk
College: Boston University
Class: Principles and Practices in Advertising
Group project to develop a campaign for Harry's Razor in efforts to build brand awareness to target audience.
For this assignment I created a media plan for HammerMade clothing brand. I had to research the demographics, psychographic, and geographic profiles of the target audience. I was then given a budget of $110,000 to purchase magazine and Facebook ads. After I completed this assignment I had a basic understanding of how the the advertising process works.
What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
This was a Graduate Project of Brand Management at Souithern Illinois University Carbondale in the College of Mass Communication & Media Arts. The course instructor was Dr. Catherine Frith.
What kind of name will work hardest for you? Should the name literally describe the offering, or should it suggest a benefit? Is it better to imply an idea, or to invoke a brand’s history? Getting the answer to these questions will help you choose the right name. But before you can do that, you have to know your options.
This was a Graduate Project of Brand Management at Souithern Illinois University Carbondale in the College of Mass Communication & Media Arts. The course instructor was Dr. Catherine Frith.
Marketing expérientiel et sensoriel: accélérateurs de bouche à oreille Eileen Schuch
Le 13 mai dernier, la Journée romande du marketing abordait les nouvelles tendances du marketing. Notre CEO, Eileen Schuch, a été invitée en tant que conférencière pour parler du marketing expérientiel et sensoriel. Les experiences, bonnes ou mauvais, font parler, autant procurer aux consommateurs de belles experiences, et ceci, avant, pendant et après l'achat. Ainsi, le bouche à oreille a toutes les chances de s'enclencher.
Marketing Strategy in Action Abercrombie & Fitch As you stro.docxmccullaghjackelyn
Marketing Strategy in Action
Abercrombie & Fitch
As you stroll into the store, you are greeted by blaring music, racy photos, and a cooler-than-cool “sales force” that doesn’t actually try to sell you anything. And if you’re over 25, there is a decent chance you are the oldest person in the place. To borrow a phrase from another company’s marketing compaign, Abercrombie & Fitch is definitely not your father’s clothing store—although, interest- ingly, it may have been your grandfather’s.
A&F is one of a handful of retail chains that has done a masterful job of appealing to fashion-conscious teens and college students. The challenge for A&F, The Gap, J. Crew, and others is how to remain relevant to the notoriously fickle youth subculture.
Founded in 1892, A&F was originally an outlet for camping gear. Early in its history, in fact, it outfitted former U.S. president Theodore Roosevelt’s African safaris. Later it established a niche selling conser- vative menswear to an older clientele, but eventually sales plummeted and A&F filed for bankruptcy. The Limited purchased the chain in 1988 and four years later hired Michael Jeffries to oversee A&F operations. Jeffries wanted to shift the company’s focus away from, as he describes it, the “70 to death” demographic toward a much younger and faster-growing group: consumers between ages 14 and 24. The tweed suits came off the racks, replaced by jeans and T-shirts. It worked. By the time The Limited spun off A&F in 1998, the company was already a hit. Sales exploded from $165 million in 1994 to $1.6 billion in 2002. The number of stores jumped from 36 in 1992 to 340 in 2003 (plus 167 Abercrombie stores and 112 Hollister Com- pany stores). A 1999 survey showed A&F to be the sixth coolest brand in the world among kids, outranking Levi’s and Nintendo. In the summer of 1999, A&F’s spot in the pantheon of youth culture was solidified in a hit pop song by the group LFO, who sang about how much they liked girls who “look like Abercrombie and Fitch.”
A&F and its direct competitors are appealing to the so-called echo boom generation—people born between 1977 and 1994. It is estimated that by 2010, the United States will have 34 million people between ages 12 and 19. And, unlike previous generations, most of these youths have money to spend. In 1998 the average teen earned almost $80 per week, and because most live at home and have few financial responsibilities, much of that money goes toward clothing.
At an A&F store, there is no such thing as a minor detail. Accord- ing to an analyst at Goldman, Sachs, & Co, “they are very single- minded and very driven. Everything they do is directed to making sure they are truly representative of the lifestyle of their core college- age consumer.” A&F unabashedly admits it hires employees based less on skill than on how they look and act. In fact, because A&F believes young people don’t like being told what to buy, the sales
staff doesn’t actually offer sales help. Thei ...
Today’s world is all about
accessibility. If taxis were easy to
hail, we wouldn’t need Uber. If
books were affordable, then we
wouldn’t need kindles. If it was
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Every morning, on your commute
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Behind these products are
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How to-design-a-memorable-brand-that-catches-onQwiqwiq
What makes good branding?
How the combination of strategy, design and consistency creates a strong brand.
BRANDING PRINCIPLES
The traditional components of branding such as vision, experience and originality.
DESIGN IN PRACTICE
How to use design elements such as color, type and photo filters to create an effective brand style.
A typically marketing initiative comes into play with the advent of a branding plan to create a connect with customers and develop a faith in them to be able to trust in your brand over your competitors. It is as important a prerequisite to be able to have maximum prospects and then turning them into sales.
Retail Management project choosing a selected store of our choice and analysing it in order to propose new ideas to better it so that it can compete alongside it's competitors
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
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White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
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You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
3. PROCESS BOOK
The mission for this project was to re-
imagine the Abercrombie & Fitch brand
using research, qualified design choices and
teamwork. The new target demographic is
widely referred to as Generation Y.
BRAND is the perception and memory of
the company in the minds of the customer.
4. 3 TABLE OF CONTENTS
PROCESS BOOK
Introduction
Synopsis
RESEARCH
History
Solutions
SWOT Analysis
Library
Demographics
Persona’s
Competition
IDEATION
Archetypes
Attributes
Mood Boards
2
4
6
7
10
13
14
15
17
19
22
23
25
27
Mind Maps
Rough Sketches
FINAL LOGO
Logo Breakdown
Name Breakdown
Color
Typeograpghy
PERIPHERALS
Business Cards
Stationary
Brochures
Advertising
Vehicles
Promotional
WEBSITE
29
31
47
51
52
53
54
55
56
57
58
59
63
65
69
5. Abercrombie & Fitch (A&F) is an upscale American
retailer that focuses on upscale casual wear for
young consumers, and is headquartered in New
Albany, Ohio, a suburb of Columbus.
For years, Abercrombie & Fitch was synonymous
with preppy polo shirts, sexy ads, and loud logos
that would appeal to a largely teenage audience.
But as sales decline and teens move away from the
brand names that once ruled the mall, the retailer
is trying a different approach that includes ads
with classic designs devoid of logos.
SYNOPSIS 4
8. The Sportsman Era (1892-1992)
The first Abercrombie & Fitch retail
store was a sporting goods store
opened by David Abercrombie and
Ezra Fitch in 1892 in New York City.
After Abercrombie & Fitch dissolved
their business partnership in 1907,
Fitch continued the retail business
and retained the name. The first
Abercrombie & Fitch catalog had
456 pages and was mailed to 50,000
people in 1909. The orders received
justified the expense of producing
and mailing the catalogs, which
almost bankrupted the company.
Abercrombie & Fitch branded itself as
“The Greatest Sporting Goods Store
in the World” in 1939, with just the
original store and a mail order business
generating millions of dollars in sales.
It wasn’t until the 1960’s that
Abercrombie & Fitch retail stores were
opened in other cities outside of New
York. In 1976 and Oshman’s Sporting
Goods purchased the Abercrombie &
Fitch name, trademark and mailing list
as part of the company’s bankruptcy
proceedings. The Limited purchased
25 Abercrombie & Fitch stores in 1988
from Oshman’s and merchandised the
store mostly with apparel that was
branded with an Abercrombie & Fitch
label.
7 HISTORY
9. The Jeffries Era (1992-1024)
Mike Jeffries became president of
Abercrombie & Fitch in 1992 and
skewed the store’s merchandise
towards a much younger demographic.
The Limited spun off Abercrombie
& Fitch as a separate company in
1999. Abercrombie & Fitch became a
publicly traded company in 1996.
In the 1990’s, Abercrombie and Fitch
became a huge success marketing to
18-25 year olds of a certain type. A&F
proudly marketed to the affluent, cool,
good-looking kids. They broadcast
to the world that their strategy was
exclusive to this element, and overtly
targeted only this group. Their ads
were over-sexualized, and they simply
did not offer sizes to those that fell
outside of their target market.
For the better part of 20 years, this
strategy was widely successful. Part
of this success can be attributed to
the fact that this age group in the
1990’s and early 2000’, largely found
confidence in their image based on a
comparison to their fellows.
It was well received when large groups
of peers dressed alike. In addition,
fashion credibility could be achieved
by proudly bearing the brand name of
your wardrobe.
HISTORY 8
10. Today, this same age group, does not value
brand names or dressing in harmony, as
did the youths in the 1990’s. Today’s 18-25
year olds (Generation Y) value uniqueness,
and the creation of their own identity. In
addition, Generation Y tends to pride
themselves as more globally conscious
and sensitive to the feelings of their peers.
Abercrombie & Fitch’s marketing research
informed the company’s decision makers
about the shift in trends, but they chose
to ignore their research. They continued
to devote their message to their version
of the cool, good-looking kids. However,
they ignored the reality their vision of
cool no longer applied.
PROBLEMS
... from previous page.
9 PROBLEMS
11. Any rebranding effort for Abercrombie &
Fitch should acknowledge that the target
age group has changed since the 1990’s.
Generation Y does not view successful
fashion by focusing on the similarities of
dress between themselves and their peers.
Nor do they find value in having the brand
name of their clothes plastered across
their bodies. They value the ability to
create their own unique look, and clothing
companies must enable them to do so.
An attribute that Abercrombie & Fitch can
retain is that their clothing is known to be
of quality and well fitting. Customers will
pay a premium for these attributes.
SOLUTIONS
SOLUTIONS 10
12. 1. New Leadership
Abercrombie’s leadership was
criticized for giving the CEO and
chairman a disproportionate
amount of power. The board
separated the chairman and
CEO roles, appointing seven
new independent directors
to the board, and appointing
longtime executive Jonathan
Ramsden as chief operating
officer. Abercrombie and Fitch
also appointed presidents for
its namesake, kids, and Hollister
brands. The new structure is
more democratic and could
make it easier for new ideas to
be heard in the future.
2. Selling Black Merchandise
Jefferies reportedly believed
that the color black was too
formal for his brand, which was
meant to evoke casual, preppy
vibes. Employees at corporate
headquarters weren’t even
allowed to wear it to work.
Today, Abercrombie has lifted
the ban on black and now sells
the color black in stores.
3. Reducing Logos
Teens are moving away from
the logos that were popular a
decade ago. The company said
on an earnings call with analysts
that the American logo business
would be reduced to “practically
nothing” by next spring.
4. Social Media
Utilizing social media outlets,
such as Instagram and
SnapChat, Abercrombie and
Fitch knows how to connect
with its young audience. The
company partnered with teen
social media stars and fashion
Seven Steps Towards
A New Direction
11 SOLUTIONS
13. bloggers to wear its clothing.
It was the first major teen retail
brand to take this approach with
social media.
5. No More Sexual Marketing
For years, Abercrombie & Fitch
was famous for racy ads and
shirtless models. The brand has
scaled back and now sticks to
more wholesome images for its
marketing.
6. Investing In Online
As mall traffic declines,
Abercrombie closed 60 US
stores this year. This is ultimately
good for business because it
gives Abercrombie more money
to invest in re-branding and
e-commerce. Abercrombie and
Fitch started offering online
ordering with the option for
in-store pick-up. The company
is also ramping up digital
marketing.
7. Anti-Bullying Campaign
In the past, Abercrombie and
Fitch has been accused of
excluding minority and plus-size
customers. The company began
an anti-bullying campaign,
which has reached an estimated
750,000 teens.
SOLUTIONS 12
14. STRENGTHS
•A Large Customer Base
•Known For Quality Clothing
•Large Distribution Abilities
•Easily Recognized By The Use
Of Affinity And Dispositional
Branding
THREATS
• Their Largest Competitors
Are Very Similar Competition
• Competitors Have Large
Established Online Sales
• Competitors Have A Loyal
Customer Base
WEAKNESSES
• Negative Brand Image
• A No Care Attitude
• Poor Online Performance
• Over Sexualized
OPPORTUNITIES
• Commitment To Quality
• Re Grab Customers Lost
• Bolster Online Sales
• To Address The New
Characteristics For The
Demographic
13 SWOT ANALYSIS
15. “Ditching Shirtless Models”
Frizell, S. (2015). Abercrombie & Fitch Is Ditching Its Shirtless Models.
Time.Com, N.PAG.
http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail/
detail?vid=23&sid=724202c5-26a4-448a-9898-5432a7bf584
3%40sessionmgr111&hid=128&bdata=JnNpdGU9ZWhvc3Qtb-
Gl2ZQ%3d%3d#AN=102338605&db=a9h
“Ditching The Logos”
Linshi, J. (2014). Here’s Why Abercrombie & Fitch Is Ditching Its Logos.
Time.Com, 1.
http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail/
detail?vid=24&sid=724202c5-26a4-448a-9898-5432a7bf584
3%40sessionmgr111&hid=128&bdata=JnNpdGU9ZWhvc3Qtb-
Gl2ZQ%3d%3d#AN=97939896&db=a9h
“Battle Against More Pay”
JOHNSON, S. (2012, October 18). Abercrombie & Fitch workers battle
for pay, hours. New York Amsterdam News. p. 10.
http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail/
detail?vid=25&sid=724202c5-26a4-448a-9898-5432a7bf584
3%40sessionmgr111&hid=128&bdata=JnNpdGU9ZWhvc3Qtb-
Gl2ZQ%3d%3d#AN=82946226&db=a9h
LIBRARY RESEARCH
LIBRARY 14
16. -
Target Demographics
As the brand matures, the demographics change to a focus on
a more mature audience. The brand will want to appeal to the
young adult demographic with disposable income, who also
have an eye for good fashion sense and value quality products.
As this generation is also globally conscious, the brand will
also get involved in providing clothing and drinkable water to
underprivileged people and children in underdeveloped countries.
The brand will also strive to be current with the latest technology
and trends, to keep up with our customers.
15 DEMOGRAPHICS
17. The target demographic for the
re-brand are college students and
young professionals, between
the ages of 20-30 years old
with disposable income. This
demographic are socially conscious
and technologically savvy.
The previous target demographic
for Abercrombie & Fitch between
the years 1992 to 2014 was
beautiful, fit and cool young adults
between 14-22 years of age with
disposable income derived mostly
from their parents.
The Jeffries Era
The New Re-branded Era
DEMOGRAPHICS 16
18. Susan J.
Age: 24
Junior Analyst
Worked as a junior business
analyst for three years.
Facing a promotion,
she wants to update
her wardrobe to a more
professional style. She cares
about quality and comfort.
Recommended by a friend
to visit Fitch since they will
exceed her expectations.
John D.
Age: 29
Entry-Level Finance
Recent college graduate.
He needs to purchase a
new wardrobe for his new
professional and social
lifestyles.
He trusts the quality and
fitting of Fitch but doesn’t
know if it’s appropriate for
his new life.
Eddie S.
Age: 26
Mid-Level Manager
Manager at a photo shop.
His wardrobe is outdated
and since he interacts with
clients everyday he wants
to look his best.
He has never shopped at
Fitch, but has heard good
things and wants to give
them a shot.
17 PERSONAS
19. Mike M.
Age: 22
College Student
Senior college student.
Mike will be graduating
soon and is looking for a
new professional style of
clothing. He is looking for
professional clothes as well
as casual style.
He trusts Fitch to maintain
his ongoing lifestyle and
adventures.
Zoe W.
Age: 26
Assistant
Art Director Assistant for
over four years. Since she
lost weight, she has decided
to redo her wardrobe with
quality business attire that
fits her style.
Her friends and co-workers
recommended she shops at
Fitch for all her needs.
Jacob J.
Age: 29
Editor
Editor at a magazine for
over six years. He has been
given a bonus and wishes to
purchase new clothing with
it. Since he hates shopping,
he needs quality clothes
that will last.
He has been told that Fitch
will be a good fit for him, so
he’ll give them a shot.
PERSONAS 18
20. Founded in 1987.
Male and female 14-17
years of age.
American style
clothing. American
shopping mall based.
Specialty retailer
of casual clothing
and accessories at
affordable prices.
Founded in 1977.
Male and female 18-32
years of age.
AE is modestly priced
private label clothing.
American Eagle
Outfitters is owned
and operated by
Silverman’s Menswear.
Founded in 1976.
Male and female 18-32
years of age.
Always keep with
current market and
trends.
Most of their revenue
generates through
Online sales.
19 OLD COMPETITION
21. Founded in 1980
Male and female 20-30
years of age.
Consistent growth
over the past 5 years.
Express sells high-
quality products at
competitive prices.
Bought by Gap in 1983.
Male and female 25-35
years of age.
Affordable luxury
brand.
Specializes in higher
end clothing and
accessories.
Founded In 1947.
Male, female and
children.
Second largest global
retailer.
Fast fashion clothing.
Cheap prices and vast
selection of products.
NEW COMPETITION 20
24. -
Archetypes
In maturing the brand, we want to focus on the positive aspects
of the Romantic and Innovative Archetypes. This is done for
the purpose of creating a comfortable and enjoyable ambiance
for customers, as well as providing quality products and services
that enrich our customer’s lives. The new brand wants to be
always one step ahead on trends, marketing and overall brand
experience, in contrast with the previous archetype of Commander,
which focused primarily on their status and image. This existing
archetype provides some reasoning for why Abercrombie & Fitch
were unwilling to adapt to new market changes.
23 ARCHETYPES
25. Stresses power,
status and image.
Ability to wield
power and elevate
social status.
Unchanging.
Slow to adapt to
market changes.
Values friendships,
aesthetics and
quality of life for
its customers.
Wonderful
ambiance.
Products and
services that
enrich life through
beauty and
intimacy.
Stresses
imagination,
design, and
the crafting of
aesthetic products
and services.
Creates distinctive
and tasteful
products and
services with a
commitment to
quality.
COMMANDER ROMANTIC INNOVATOR
Old Fitch Archetypes
ARCHETYPES 24
26. -
Attributes
Brand attributes are the qualities that a company wants to stand
for or wishes to have associated with its brand. Also known as
core values, brand attributes represents the essence of the brand.
They are a set of characteristics that identify the character and
personality traits of the brand, similar to the attributes that allow
us to consistently identify individuals.
25 ATTRIBUTES
27. EXCLUSIVE
-excluding or not admitting
other things.
JUDGMENTAL
-having or displaying an
excessively critical point of
view.
OVER-SEXUALIZED
-To sexualize excessively.
SOPHISTICATED
-having, revealing, or proceed-
ing from a great deal of worldly
experience and knowledge of
fashion and culture.
INDIVIDUALISTIC
-marked by or expressing
individuality; unconventional.
CONTEMPORARY
-belonging to or occurring in
the present.
Old Fitch Attributes
ATTRIBUTES 26
52. Cutomized “F” to create a
connection between the Name and
the Diamond shapes in the mark.
Gotham “C” creates an “negative”
diamond shape, creating another
connection between the mark
and the name.
Small-solid Diamond #1
represents the Sportsman Era.
From 1892-1992 when
Abercrombie & Fitch was an
Outdoor/Sportsman Retailer.
Small-solid Diamond #2
represents the Jefferies Era.
From 1992-2014, when
Abercrombie & Fitch focused
on a much younger specific
demographic..
Small-solid diamonds
represent the two past eras
of Abercrombie & Fitch. Both
eras represent periods where
the company marketed to
monolithic markets.
Large Diamond represents the
new Fitch Era. The era is defined
by the maturation of the brand,
along with the maturation of the
target demographic.
The accent stoke in the large
diamond represents the brand’s
support for individualism and
uniqueness. Qualities that have
been identified important to the
target market, generation Y.
1. The Diamond portrays “Sophistication”.
2. The Diamond represents a time period of
100 years, which is equal to the brand’s 1st
Era. 3. As a Diamond is shaped by time
and pressure, the new logo and name is an
effort to mature the brand.
LOGO BREAKDOWN
The Diamond
51 LOGO BREAKDOWN
53. After Abercrombie & Fitch dissolved their
business partnership in 1907, Fitch continued
the retail business and retained the name.
Abercrombie & Fitch Co. has several brands
targeting different age groups.
1. abercrombie - kids (middle school and
below)
2. Hollister - High School age
3. FITCH - College Age and Young
Professionals
Thinking in terms of a “new beginning”,
the decision was made to drop the name
Abercrombie from the re-branded image. This
allowed the re-brand to create some separation
from the negative brand image of Abercrombie
& Fitch. Keeping Fitch, allows the re-brand to
capitalize on the good attributes maintained
by the company, such as well-made, quality
clothes.
Shortening the name to Fitch from Abercrombie
& Fitch, helps to convince an existing and new
customer base that the brand has matured. It is
a clean, contemporary namesake for the brand.
The name Fitch itself, brings sophistication to
the brand, which is a primary attribute guiding
REASONS FOR CHANGING THE NAME TO FITCH
NAME CHANGE BREAKDOWN 52
55. TYPEOGRAPHY 54
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duntor molorita et hillo is essimaxim eum id maiore
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Title: Gotham Narrow Bold
Subhead: Berthold Walbaum Book