The days when U.S. company Abercrombie & Fitch Co. and its brands primarily targeted skinny, white and pretty teens & twens are long gone. The company has recognized that this marketing focus is no longer up to date and that the world is much more diverse, and has recently underlined this with two new campaigns.


The core brand Abercrombie & Fitch is launching "Denim Your Way," a campaign that turns customers and fans of the brand, including several social media personalities and influencers, into models. The brand calls it an "ode to Abercrombie & Fitch's commitment to denim comfort and fit and the result of over a year of research, fit testing and customer interviews to create the brand's best jeans yet."

At the same time, the "Denim Your Way" range is the brand's most inclusive to date and includes women's sizes from 23-37 in lengths from extra short to extra long, Abercrombie announced. This includes the new Curve Love Fit, which features extra room at the thigh and is designed to narrow the gap between jeans and waist.

Image of Abercrombie & Fitch's 'Denim your way' campaign
Photo: Abercrombie & Fitch
Image of Abercrombie & Fitch's 'Denim your way' campaign
"Design can and should be as inclusive as a marketing campaign. Inclusivity in design means taking into account the full range of life experiences of its customer:s to develop clothing that meets their needs. That can mean designing denim that minimizes the gap between jeans and waist, finding fabrics that flatter and honor different body types, incorporating our customers' many gender experiences and identities, and creating innovative designs that celebrate different shapes and sizes," says Corey Robinson, SVP and head of design and merchandising at Abercrombie & Fitch.


As part of growth plans, Gilly Hicks, the underwear, activewear and loungewear brand that is also part of the Abercrombie & Fitch Co. company, has innovations coming. These include an expanded product range and a revamped store and digital concept, as well as a redesigned brand purpose.
Gilly Hicks was relaunched in 2017.
Photo: Gilly Hicks
Gilly Hicks was relaunched in 2017.
As part of its brand evolution, Gilly Hicks aims to be more gender-inclusive, launching products in patterns and colors that fit any style, regardless of gender identity. "Daily dose of happy" is the corresponding brand claim. In addition, Gilly Hicks is increasing its size inclusivity with the introduction of a new Future Stretch fabric designed to meet the needs of different body types.

Select Gilly Hicks side-by-side stores located adjacent to sister brand Hollister locations are receiving an update to create a new brand experience, including the side-by-side store in Westfield White City, London. Here, for example, products are displayed only by material and category, but not separated by gender.
'Daily dose of happy' for Gen Z: Gilly Hicks campaign image
Photo: Gilly Hicks
'Daily dose of happy' for Gen Z: Gilly Hicks campaign image
Gilly Hicks' carveout locations in Hollister stores will soon be expanded. In addition, Gilly Hicks is introducing a new standalone store concept, piloting the store at Easton Town Center in Columbus, Ohio.
Gilly Hicks' collection becomes gender-neutral.
Photo: Gilly Hicks
Gilly Hicks' collection becomes gender-neutral.
"From our global relaunch in 2017, to the introduction of our highly successful Gilly Go activewear line last year, to offering matching underwear, loungewear and sleepwear that can be worn by all genders, the brand has continued to evolve to best meet the needs of our customer:s. Today, the brand celebrates a new Purpose focused on helping Generation Z, the most stressed generation, find their 'Happy Place' with a new focus on wellness and mindfulness," said Kristin Scott, global brand president, Abercrombie & Fitch Co.



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