Release details

2017-10-19 17:45 CEST
  • Print
  • Share Share

Abercrombie & Fitch Launches New Fully Integrated Campaign: "This is the Time"

Campaign inspired by brand's 125-year heritage of adventure and exploration

NEW ALBANY, Ohio, October 19th, 2017 -- Abercrombie & Fitch Co. (NYSE: ANF) has launched an integrated campaign for its Abercrombie & Fitch brand, marking the start of its 2017 Holiday season. Entitled 'This is the Time', the campaign draws from the brand's heritage of adventure and exploration, and taps into its core 21-24-year-old target customers' focus on experiences. With a heavy weighting towards digital engagement, particularly on mobile media, the integrated campaign will see the brand present on a variety of digital media and social media platforms, on TV, in movie theaters, and at music festivals.

Since its founding in 1892, Abercrombie & Fitch has always had a spirit of adventure at its core, outfitting explorers, adventurers, and entrepreneurs; the ones who believed it was their time to risk it all, and make their mark on the world. That same spirit inspires the brand as it outfits today's 21-24-year old, living their own adventures, be it moving to a new city and making new friends, trying new experiences, or starting their first job.

The Holiday campaign features the A&F brand's first commercial in more than a decade; it aims to capture that everyday sense of adventure and possibility and will play in movie theaters, linear TV, Snapchat TV, and across social media channels. The media buy includes a presenting partner sponsorship of E's new Snapchat show Face Forward, a first-to-market integration within Vevo's One to Watch content, and spots across E!, Comedy Central, ESPN and Adult Swim. There will also be partnerships with music platforms Pandora and Spotify, as well as music events, bringing a live, experiential component to the overall campaign. The campaign was developed by Abercrombie & Fitch and its agency partners, The Richards Group and PMG.

"This is the Time is borne of Abercrombie & Fitch's heritage as an outfitter of adventure, and an appreciation of the significance of this unique stage in our customers' lives, and the adventures they are on." said Stacia Andersen, President of Abercrombie & Fitch.

"Over the past year we've learned from conversations and interactions with millions of our customers; we understand how, when and where they want to engage, and what they expect from us as a brand." said Will Smith, CMO of Abercrombie & Fitch. "That insight, and an understanding of what made us an iconic American brand, has shaped our campaign; This is the Time speaks to the important journey our customers are on, as well as the one we are on as a brand."

In addition to national TV, and cinema, including movie theaters in 35 college towns, the campaign will be geo-targeted to a number of cities, such as New York, Chicago, Los Angeles, Boston, San Francisco, Washington DC, Denver and Seattle. These markets will also have local fixers and ambassadors to facilitate in-city experiences for customers. Other campaign activations will include a pop-up shop with adventures as social currency, a sweeps travel opportunity tied to the A&F Club, the brand's loyalty program, and support from a dedicated group of influencers, with their own flair for adventure.


Notes to Editors:
About Abercrombie & Fitch Co.
Abercrombie & Fitch Co. (NYSE: ANF) is a leading, global specialty retailer of apparel and accessories for Men, Women and Kids through three renowned brands.  For 125 years, the iconic Abercrombie & Fitch brand has outfitted innovators, explorers and entrepreneurs. Today, it reflects the updated attitude of the 21 to 24-year old customer, whilst remaining true to its heritage of creating expertly crafted products with an effortless, American style. The Hollister brand epitomizes the liberating and carefree spirit of the endless California summer for the teen market.  abercrombie kids creates smart, playful apparel for children ages 3-14, celebrating the wide-eyed wonder of childhood. The brands share a commitment to offering products of enduring quality and exceptional comfort that allow consumers around the world to express their own individuality and style.

The Company operates approximately 900 stores under these brands across North America, Europe, Asia and the Middle East, as well as the e-commerce sites and

Contact information: