Abercrombie & Fitch Unveils New Denim Collection and Ad …

August 1, 2016 - fall Denim

LONDON — Abercrombie Fitch Co. is changing out of a aged denim — and stepping adult a conform quotient with a new collection and concomitant ad campaign. It will mangle in London’s Evening Standard journal on Tuesday.

The code is set to betray a collection for pre-fall that includes a different operation of fabrics, washes, styles and fits directed during business in their Twenties and older, rather than teens.

“Denim has always been a partial of a code heritage, and we have put together a collection desirous by stream trends and birthright pieces. We are listening to a customers, and trust they will adore a new collection,” Ashley Sargent Price, artistic executive of selling for Abercrombie Fitch Co., told WWD.

She pronounced a association has finalized a code positions and “has started to filter that meditative into a selling campaigns.”

The denim launch comes with an ad debate that was shot in New York by Matt Jones and styled by Deb Watson. The debate aims to telegram a “more sophisticated” indicate of view, according to Abercrombie.

A film, patrician “The Blues,” featuring a strain by Bo Diddley, a late RB and blues musician, will accompany a new ads.

The collection includes a jumpsuit, cropped flares and wide-leg beloved silhouettes. The classical skinny, flare, straight-leg, beloved and partner styles are still partial of a mix, and come in an array of hues and finishes.

For men, there’s an importance on widen fabrics, while new styles embody a super spare and a tender selvage. The denim collection also includes fleece, outerwear pieces, a denim coupler and a peacoat.

Abercrombie’s latest tour comes in a arise of sister code Hollister’s new and radical denim debate that facilities some-more than 30 teenage business dressed in jeans and expressing personal thoughts and feelings. That campaign, called #HCoJeansMovement, launched final month and will run by August.

The Standard will mangle a Abercrombie debate after on Tuesday, and it will also seem in Elle, Marie Claire online and InStyle online.

The new denim collection and debate come in a context of bigger changes during a company, that has been operative during squeezing a waste and honing a offer. For years, teenagers had been pushing double-digit sales, though those business are now opting for cheaper fast-fashion brands.

In May, Arthur C. Martinez, executive chairman, pronounced an updated judgment store format is also in a works during Abercrombie, with a initial new units set to open after this year. He pronounced a concentration would be on consumers aged 20 years and up, with a “grown-up feeling in a store.”

In May, after months of government changes, a association named Stacia Andersen code boss for Abercrombie, and Kristin Scott a boss of Hollister. Both news to Fran Horowitz, a company’s president.

Horowitz has pronounced a pivotal components of a company’s new plan are being customer-centric; delivering constrained and differentiated assortments; defining a transparent positioning for a brands; optimizing code strech and channel performance; improving efficiency, and shortening expenses.

The association pronounced for mercantile 2016 it is awaiting a severe second quarter, though alleviation in a second half. It skeleton to open 15 stores, with 10 in general markets, essentially in China. It also skeleton to open 6 opening stores, and tighten adult to 60 stores in a U.S. as leases expire.

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