The document outlines a rebranding strategy for Abercrombie & Fitch, which aims to shift its focus from a teenage demographic to Generation Y, a group that values individuality and quality over brand logos. The strategy includes changes in leadership, marketing approach, reduction in logo usage, and the introduction of an anti-bullying campaign to connect with modern consumers. Additionally, it emphasizes the importance of adapting to changing consumer preferences and leveraging social media to engage a younger audience.

2. Ryan Duffey
Gino Graziano
Emiliana Zelkowicz
Megan Wilcox
Ryan Bazydola

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

6. -
5

7. RESEARCH
6

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

22. -
21

23. IDEATION
22

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

28. 27 MOOD BOARDS

29. MOOD BOARDS 28

30. 29 MIND MAPS

31. 30

32. 31 RYAN BAZYDOLA

33. ROUGH SKETCHES 32

34. 33 MEGAN WILCOX

35. ROUGH SKETCHES 34

36. 35 MEGAN WILCOX

37. ROUGH SKETCHES 36

38. 37 GINO GRAZIANO

39. ROUGH SKETCHES 38

40. 39 RYAN DUFFEY

41. ROUGH SKETCHES 40

42. 41 RYAN DUFFEY

43. ROUGH SKETCHES 42

44. 43 EMILIANA ZEIKOWICZ

45. ROUGH SKETCHES 44

46. 45 EMILIANA ZEIKOWICZ

47. ROUGH SKETCHES 46

48. -
FINAL LOGO DESIGN
47

49. 48

50. 49 LOGO

51. LOGO 50

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

54. ASH CUP
Sophistication,
maturity, cool,
neutral, timeless
CARRIE WINE
Individualism,
passion, status,
class.
B&W PHOTOGRAPHY
Used for backgrounds, fashion
oriented, current, represents
Fitch attributes.
RGB: 107, 14, 31
CMYK: 33, 99, 80, 48
HEX: 6a0d1f
RGB:127, 128, 128
CMYK: 52, 43, 43, 8
HEX: 7f7f80
53 COLOR

55. TYPEOGRAPHY 54
Body Copy: Gotham Narrow Book. qui dolorehenis
maio bea venduci llandit ex eius, temolese dolut
duntor molorita et hillo is essimaxim eum id maiore
prest, conecuptas si odi cor audam re, aceritat
lante nonsequam fuga. Iquam faces restendio
con es ium volut que vit omnis et inimi, consent
iumquib uscimetur, omnis corionsequi tetur ab
illibus, vollaci intiur, si dolorem voloriam quibeaqui
sunt, volla nonsequisi corem doluptatis molesequias
elentioresti in porit paruntumquam re voloreicab
incto mo offictatem aut et essinusandem di que
volores iur sus, consequid quiatas ducidestium et
Title: Gotham Narrow Bold
Subhead: Berthold Walbaum Book

56. -
PERIPHERALS
55

57. BUSINESS CARDS 56

58. 57 STATIONARY

59. BROCHURES 58

60. 59 ADVERTISING CAMPAIGN

61. ADVERTISING CAMPAIGN 60

62. 61 SOLO ADVERTISEMENT

63. ADVERTISING CAMPAIGN 62

64. 63 PROMOTIONAL VEHICLE

65. FLEET VEHICLE 64

66. 65 PROMOTIONAL

67. PROMOTIONAL 66

68. 67 PROMOTIONAL

69. PROMOTIONAL 68

70. -
WEBSITE
69

71. WEBSITE HOME 70

72. 71 WEBSITE

73. WEBSITE 72

74. 73