Sunday, December 11, 2016

Abercrombie & Fitch 2016 rebranding fashion billboards...

Abercrombie Fitch Think got us figured out billboard
Remember the heyday of Abercrombie & Fitch when there seemed to be a store in every mall or on every high street, there was a moose logo on every chest, a shirtless buff male model greeting you at the doorway, and when you came out from shopping the smell of the youth retailer's signature cologne lingered on you.
Abercrombie Fitch think got us figured out billboard NYC
Well, get ready to forget all that, as the fashion retailer is hoping to revamp its image and salvage its flagging sales with a brand new identity and Fall collection of clothes.

Gone are the scantily-clad bodies of beautiful young things in black and white, in an effort to recover from years of bad press surrounding former CEO Mike Jeffries the fashion brand returned to the skies with a whole new outdoor ad campaign.
Abercrombie Fitch got us figured out billboard
The Fall 2016 teaser billboards were bold, to the point and a real departure for the apparel brand, but seemed a bit defensive and aggressive rather than rebellious with their statement that "People have a lot to say about us. They think they've got us all figured out".
Abercrombie Fitch 2016 rebrand billboard
These billboard creatives certainly drew a figurative line in the sand from the old regime and were first spied along L.A.'s Santa Monica Boulevard on October 18, then later snapped along Sunset Boulevard and high above Hollywood & Highland on November 2, whilst the Times Square, New York City version was photographed on November 11, 2016.
Abercrombie Fitch think they've got us figured out billboard Times Square
However, those rather prickly billboards were followed up with these 'This is Abercrombie & Fitch' ads just in time for the gift-giving holiday season.
Abercrombie Fitch Holidays 2016 billboard
Eschewing the former homoerotic advertising for ads giving equal weight to male and female customers these second wave of new lifestyle ads with fully clothed models were snapped along Highland Avenue, Olympic Boulevard, the Sunset Strip and high over Hollywood & Vine from November 25 to December 4, 2016.
This is Abercrombie Fitch 2016 billboard
This is Abercrombie Fitch truck holiday lights billboard
Do you like this fresh new start? Be sure to compare these ads to the infamous sexy Abercrombie & Fitch billboards that used to fill the skies of L.A. and New York City in years past.
Abercrombie Fitch FW16 billboard
In recent times other youth brands like American Eagle Outfitters have seemed to step up to fill the void left by the flagging Abercrombie & Fitch (in the city skies at least), so let's see if this new ad campaign can turn around the fortunes of the retailer and the cash registers will be singing a merry tune once again in-store this holiday season.
This is Abercrombie Fitch FW16 billboard
Plus let's hope that when you do venture into a store this festive season that the shop assistants can do more for you than simply stand there looking pretty and actually help you with sizes, or ring up your purchases.
This is Abercrombie Fitch FW16 billboard

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