Abercrombie & Fitch Rebranding Campaign
Rebranding campaign for A&F to become more inclusive! Fun fact: They've actually become more inclusive since I've made this campaign, however this is how I would've organized the campaign!
Brief
The company originated as an outdoors sportswear company created by David Abercrombie. This company was sold and this is when the brand became the casual luxury brand that we know Abercrombie as today. Former CEO of Abercrombie & Fitch, Mike Jeffries, made unapologetic/controversial statements which caused the brand to be known for their discriminatory and noninclusive business practice. The company exclusively targets "skinny" and white consumers, which does not play well in our market today.
Rebranding process
Reorganization of the workforce
Official Apology Statement
Creating a new brand image
Launching a tailor campaign
Reorganization of the workforce
Reinstating a qualified and trained Cultural Diversity Official (CDO) that has a team.
Getting rid of their historically bias hiring practices: Hire based on skill
Retraining all employees on diversity, equity, and inclusion and create a new onboarding process to implement clear enforceable policies
Having a third party company conduct a diversity audit report
Provides an honest review, assists in benchmarking process, have measurable results
Official Apology Statement
Creating A New Brand Image
Our main goal is to add in the new features mentioned but to not make a big deal out of it and gently placing these new changes on their website making this the new standard. Extending sizes and adding in a new line that focuses on Big and Tall men and Not-So-Tall for shorter men.
Tailor Campaign
Create a new free tailoring service starting the campaign "clothes should fit you not you should fit clothes" Emphasizing that it is tailor made for you. e a new free tailoring service starting the campaign "clothes should fit you not you should fit clothes" Tailor made for youÂ
