For 125 years, Abercrombie & Fitch has been a leading, global specialty retailer of apparel and accessories for Men, Women, and Kids. It began by outfitting noble visionaries, leaders, innovators, explorers, and entrepreneurs such as John F. Kennedy and Amelia Earhart. However, in 1988, a new vision was introduced and the brand began tailoring to the 21 to 24-year old customer, while still remaining true to the heritage.
Understanding the need for diversity, Abercrombie has successfully connected with consumers and delivered on their promise of inclusivity. They have been able to make successful changes over the years, with a recent company turnaround while still maintaining their welcoming and warm environment. This turnaround featured and answered a long-standing question that has surround the company for years – Where does Abercrombie stand on diversity?
“We are committed to embracing diversity and inclusion at Abercrombie & Fitch Co. Creating an inclusive atmosphere and experience for our customers and associates, across our global organization, is a top priority for our brands,” said Fran Horowitz, Chief Executive Officer of the company, in a press release.
With the launch of multiple programs and campaigns, Abercrombie & Fitch has stood true to their call for diversity, internally and externally, with their Team Abercrombie Brand Agent program and the recent #FaceYourFierce campaign.
With a new campaign and relaunch of the brands most popular men’s fragrance, Fierce, A&F continues to align itself with their changed millennial consumer. Diversity is a key focus in all areas of the company, including, hiring, sizing, marketing campaigns and casting choices. The “Face Your Fierce” campaign reflects who they are as a brand today by celebrating diversity and inclusion. The campaign features 20 millennials, with diverse backgrounds and occupations, who share personal stories of strength, vulnerability, and resilience.
After the devastating wildfires of western California, A&F was inspired by the acts of locals who volunteered to help their communities. With that, the campaign also gives customers an opportunity to help support wildfire prevention, education and relief by donating a portion of sales to relief efforts. With the hashtag #FaceyourFierce, customers are able to join the conversation on how they overcome diversity and share their unique definition of what it means to be fierce.
Artist and Activist, Chella Man, defines Fierce by saying, “No matter where you are in your life right now, it is always possible to reach the individual you know you are meant to be.”