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Abercrombie Attempts to De-Snobify Its Brand Statement

Image via The Fashion Spot
Image via The Fashion Spot

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In rebranding effort #485, Abercrombie & Fitch has decided to tone down its brand tagline. The Fashion Spot reports that the brand statement originally described Abercrombie as "rooted in East Coast traditions and Ivy League heritage," and the symbol of "privilege and casual luxury." Now, in an effort to appeal to a demographic that doesn't pop their collars and summer in the Hamptons, the statement has been revised to state that Abercrombie is "the essence of laidback sophistication with an element of simplicity," which "sets the standard for great taste."

Likewise, the brand statement for abercrombie kids (which is now a&f kids) has been reworded from "the essence of privilege and prestigious East Coast prep schools" to "the essence of fun and friendship, a&f kids celebrates each moment by sharing its effortless great taste with the world." Because those East Coast prep schools are nothing if not bursting with fun and friendship.
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