A&F Rebrand

Updated: May 25

Does anyone remember the dimly lit store in the mall with a strong cologne smell and shirtless male greeters? Abercrombie has ditched the high school prep style. Their new target consumer is the off-duty young professional and I am obsessed. This style consists of refined basics that target those entering adulthood.


Believe it or not, Abercrombie Co. was founded in 1892 as an outdoor and hunting store before it became the dominant retailer for teens in the 1990s and early 2000s. Like most companies, it has evolved over the decades. I am really fascinated with the recent rebrand, because this is one of the few large fashion retailers that offers petite and tall sizing. There are so many dresses and bottoms that I love, but am unable to wear because they are so long.


Today, instead of finding items with “Abercrombie” branding, you will find many staple items. Millennials care about building a capsule wardrobe. They want a few good quality items that will be considered timeless as the fast fashion cycle continues.


Unfortunately, Abercrombie & Fitch has closed 137 stores as more their sales are taking place online. I was very sad to find out the two stores I shopped in (Chattanooga & Birmingham) were both impacted. I have always loved shopping in person, however, I do love the new website! One of my favorite features is "How to style this". You are able to click on an item and it shows different ways to style it as pictured below.



"We believe every day should feel as exceptional as the start of a long weekend. Comfortable, confident, stress-free—together".




New Store Design


This post is NOT sponsored by Abercrombie & Fitch.


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