Abercrombie Showcases its Customers and Fans in New ‘Denim Your Way’ Campaign

Rhea-AI Summary

Abercrombie & Fitch has launched its 'Denim Your Way' campaign, celebrating inclusivity in its denim line after extensive research and customer feedback. The campaign features customers and influencers as models, highlighting the brand's commitment to comfort, fit, and quality. Sizes range from 23-37 with designs like Curve Love, aimed at addressing waist gaps. Senior executives emphasize the importance of listening to customer needs in both marketing and design. The initiative aims to strengthen the brand's connection with its audience and improve customer satisfaction.

Positive

• Launch of 'Denim Your Way' campaign showcasing customer feedback.
• Inclusive sizing from 23-37, with special Curve Love fits.
• Focus on customer-centric design based on extensive market research.

Negative

• None.

After over a year of fit research and tests, Abercrombie is celebrating the comfort, confidence and stress-free spirit of its denim, crafted with the customer in mind

NEW ALBANY, Ohio, July 27, 2021 (GLOBE NEWSWIRE) -- Abercrombie & Fitch, a division of Abercrombie & Fitch Co. (NYSE: ANF), today announced the launch of its “Denim Your Way” campaign showcasing Abercrombie customers and fans as the campaign’s models, including several social media personalities and influencers. An ode to the brand’s commitment to denim comfort and fit, the campaign is the culmination of over a year of research, fit testing and customer interviews to create the brand’s best jeans yet. 

“Any relationship’s success depends on one’s ability to listen, and when it comes to Abercrombie’s relationship with our customers, we did just that. We’ve doubled down on the fit of our denim, its feel and comfort, the quality of its construction and materials, the inclusivity of our sizing, and our range of styles. When it came to crafting a campaign celebrating our denim, it only felt right to highlight those who inspired that commitment: our customers,” said Carey Collins Krug, SVP and Head of Marketing for Abercrombie & Fitch.

Abercrombie’s “Denim Your Way” assortment is its most inclusive yet, with women’s sizes ranging from 23-37 in lengths from extra short to long. It includes the brand’s Curve Love fits, which are designed with extra room in the thigh and constructed to help mitigate waist gaps.

“Design can and should be just as inclusive as a marketing campaign,” said Corey Robinson, SVP and Head of Design and Merchandising for Abercrombie & Fitch. “Inclusivity in design means listening to your customers from across the spectrum of life experiences to craft clothing that meets their needs. That can mean designing jeans to limit a waist gap, sourcing fabrics to flatter and appreciate varying bodies, considering the many gender experiences and identities of our customers, as well as innovating designs and fits that truly celebrate many forms and sizes.”

To view Abercrombie’s ‘Denim Your Way’ campaign, follow Abercrombie on Instagram or shop the collection at the brand’s website, www.abercrombie.com.

SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF 1995
A&F cautions that any forward-looking statements (as such term is defined in the Private Securities Litigation Reform Act of 1995) contained herein or made by management or spokespeople of A&F involve risks and uncertainties and are subject to change based on various important factors, many of which may be beyond the Company’s control. Words such as “estimate,” “project,” “plan,” “believe,” “expect,” “anticipate,” “intend,” and similar expressions may identify forward-looking statements. Except as may be required by applicable law, we assume no obligation to publicly update or revise our forward-looking statements. Risks and uncertainties related to the duration and impact of the COVID-19 pandemic on the Company and the factors disclosed in “ITEM 1A. RISK FACTORS” of A&F’s Annual Report on Form 10-K for the fiscal year ended January 30, 2021, and in A&F’s subsequently filed quarterly reports on Form 10-Q, in some cases have affected, and in the future could affect, the company’s financial performance and could cause actual results for fiscal 2021 and beyond to differ materially from those expressed or implied in any of the forward-looking statements included in this press release or otherwise made by management.

ABOUT ABERCROMBIE & FITCH
Abercrombie & Fitch believes every day should feel as exceptional as the start of the long weekend. Since 1892, the brand has been a specialty retailer of quality apparel, accessories and fragrance – designed to inspire our global customers to feel confident, be comfortable and face their Fierce.

Abercrombie & Fitch is the namesake brand of Abercrombie & Fitch Co. (NYSE: ANF), and is sold through more than 230 stores (includes abercrombie kids) worldwide and www.abercrombie.com globally.

Media Contact:
Cory Weaver, Ph.D.
Abercrombie & Fitch
(614) 586-2717
Public_Relations@anfcorp.com

Business Media Contact:
Kara Page
Abercrombie & Fitch Co.
(614) 283-6192
Public_Relations@anfcorp.com

Investor Contact:
Pam Quintiliano
Abercrombie & Fitch Co.
(614) 283-6877
Investor_Relations@anfcorp.com

A Media Snippet accompanying this announcement is available by clicking on the image or link below:

 

FAQ

What is Abercrombie's 'Denim Your Way' campaign?

It's a campaign celebrating inclusivity in denim, featuring real customers and influencers.

What sizes are offered in Abercrombie's denim line?

Sizes range from 23 to 37, including Curve Love fits.

How did Abercrombie develop its new denim designs?

Designs were developed through over a year of customer research and fit testing.

When was the 'Denim Your Way' campaign launched?

The campaign was launched on July 27, 2021.

What is the significance of the Curve Love fits?

Curve Love fits are designed to provide extra room in the thigh and mitigate waist gaps.