Abercrombie unveils new image 

Abercrombie & Fitch has a whole new image, with a new website and coordinated marketing campaign to go with it. 

It is a departure from the mass appeal to youth that Abercrombie perfected and peddled in the 1990s and 2000s. The focus is now on individuality rather than conforming. 

The initiative reflects "the character, charisma and confidence of today's consumer while honoring the brand's 125-year heritage as a quality, casual and distinctively American luxury brand."

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The idea is to introduce Abercrombie's new image incrementally. The holiday marketing campaign will tease the transition, challenging shoppers to relinquish prior notions of the retailer's image with messaging such as "People have a lot to say about us. They Think They've Got Us Figured Out." 

Holiday messaging will declare, "This is Abercrombie & Fitch," accompanied by "images that are optimistic, inclusive and emotional," according to the company. 

"This new brand position is the product of an 18-month effort to create a brand identity that communicates our focus on our customers' needs and aspirations," said Fran Horowitz, president and chief merchandising officer. "Rather than buying clothes that symbolize membership in an exclusive group, today's consumer celebrates individuality and uniqueness. Our new brand reflects that confidence and independence of spirit as well as our own dedication to a more diverse and inclusive culture." 

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The retailer is also introducing a completely redesigned website and all-new digital advertising across video streaming websites, music platforms and social media. 

Abercrombie & Fitch has been working on a reinvention for several years now. The effort to remake the brand for today's young shopper has included removing the racy images it was traditionally associated with, brightening up stores and backing away from logos.