Insight: A&F's reputation has gone downhill over the years. Due to ethic issues their targetted consmer has a dampened reputation of their brand loyalty and trust values. This needs to change
Strategy: To reposition A&F as a brand that is trustworthy, inspirational, and stylish.
With the brand message of: "inner confidence creating the consumers true style"
Electronic ads placed around London.
The stags will run toward the viewer standing proud, and the go over the viewers head, leaving a mirror reflection of the person with a quote and A&F's logo beaming in the background of the reflection
The stag is a symbol of hope, nobility, and honour.
It is also Abercrombie & Fitch's logo.
They are also promoting Nikon here with their new camera which uses emotion in order to take photographs.
Abercrombies Website:
Everything that the camera snaps as the models feeling content and confident, will be placed into individual stories, showing everyone struggles with their confidence from any walk of life.
This is to inspire people to understand its ok to not be utterly "out-there" but to be proud of who you are and your background whoever you may be.
People can find choose clothes from selections that are diffferent styles categorized based on emotional factors such as "clothes for confidence", and "clothes for standing out", "clothes that make you feel good", and so forth... and each viewer can create their own individual style as they go through their very own 'Stag story'
Click here: Create your story to style
