Abercrombie & Fitch Is Shapeshifting for a New Era

To change public perception, the brand is looking to TikTok

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Abercrombie & Fitch, a cultural clothing mecca for teens in the 1990s and early 2000s, has transformed to reach its next generation of shoppers. Getting personal, celebrating new styles and leaning into emerging technologies and platforms are just a few tactics supporting the brand’s metamorphosis.

Carey Collins Krug, svp and head of marketing at Abercrombie & Fitch, and Corey Robinson, svp of merchandising and design, joined the panel at Adweek’s Challenger Brands Summit to discuss Abercrombie’s quest to change the perception of the brand with new marketing and the role of social media in revamping their well-established identity for a new era.



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