The global retailer puts its own employees and their experiences at the center of its new brand activation.
Abercrombie & Fitch, a portfolio brand of Abercrombie & Fitch Co. (NYSE: ANF), welcomes the new year by renewing its commitment to inclusivity, creating a sense of belonging and reaffirming its brand purpose that makes every day feel so extraordinary should be like the beginning of a long weekend: pleasant, confident, stress-free – combined with a feeling of togetherness. The brand “officially” introduces itself to its customers through a multi-faceted campaign that spotlights employees from across the company, highlighting their voices and experiences to convey what Abercrombie stands for today.
“Abercrombie isn’t a brand you have to conform to – everyone belongs,” said Fran Horowitz, CEO of Abercrombie & Fitch Co. “We have a purpose, and our inclusive and equal spirit is in everything we do do, anchored.”
Featured on Abercrombie & Fitch and abercrombie kids social channels and in stores worldwide, Abercrombie Today celebrates diversity in front of and behind the camera. It demonstrates the brand’s commitment to creating a space where everyone feels confident and comfortable in their own skin and highlights employees as the heart of the company. The social media series A&F Conversations also features employees who are open about what working at Abercrombie means to them.
Abercrombie Today builds on the purpose-driven initiatives implemented over the past several years. In 2020, the brand launched the Abercrombie Equity Project, an initiative dedicated to amplifying all voices and making a real impact by generating funding, enabling change and sharing the experiences of underrepresented communities. The Abercrombie Equity Project includes the A&F Conversations social media video series, which encourages candid discussions about issues important to the brand and its customers, communities and partners.
Another key part of Abercrombie Today is the brand’s unwavering commitment to sustainability built over the past three years and recognizing Abercrombie’s corporate responsibility to prioritize the environment and make sustainable choices. In 2019, Abercrombie & Fitch Co. became part of the United Nations Global Compact, the world’s largest corporate sustainability initiative. As part of this commitment, Abercrombie & Fitch Co. aims to reduce water use in manufacturing, prioritize sustainable energy use and source environmentally friendly materials for its brands.