Unholy process

Ryan Duffey

Gino Graziano

Emiliana Zelkowicz

Megan Wilcox

Ryan Bazydola

PROCESS BOOK

The mission for this project was to re-

imagine the Abercrombie & Fitch brand

using research, qualified design choices and

teamwork. The new target demographic is

widely referred to as Generation Y.

BRAND is the perception and memory of

the company in the minds of the customer.

3 TABLE OF CONTENTS

PROCESS BOOK

Introduction

Synopsis

RESEARCH

History

Solutions

SWOT Analysis

Library

Demographics

Persona’s

Competition

IDEATION

Archetypes

Attributes

Mood Boards

2

4

6

7

10

13

14

15

17

19

22

23

25

27

Mind Maps

Rough Sketches

FINAL LOGO

Logo Breakdown

Name Breakdown

Color

Typeograpghy

PERIPHERALS

Business Cards

Stationary

Brochures

Advertising

Vehicles

Promotional

WEBSITE

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Abercrombie & Fitch (A&F) is an upscale American

retailer that focuses on upscale casual wear for

young consumers, and is headquartered in New

Albany, Ohio, a suburb of Columbus.

For years, Abercrombie & Fitch was synonymous

with preppy polo shirts, sexy ads, and loud logos

that would appeal to a largely teenage audience.

But as sales decline and teens move away from the

brand names that once ruled the mall, the retailer

is trying a different approach that includes ads

with classic designs devoid of logos.

SYNOPSIS 4

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RESEARCH

6

The Sportsman Era (1892-1992)

The first Abercrombie & Fitch retail

store was a sporting goods store

opened by David Abercrombie and

Ezra Fitch in 1892 in New York City.

After Abercrombie & Fitch dissolved

their business partnership in 1907,

Fitch continued the retail business

and retained the name. The first

Abercrombie & Fitch catalog had

456 pages and was mailed to 50,000

people in 1909. The orders received

justified the expense of producing

and mailing the catalogs, which

almost bankrupted the company.

Abercrombie & Fitch branded itself as

“The Greatest Sporting Goods Store

in the World” in 1939, with just the

original store and a mail order business

generating millions of dollars in sales.

It wasn’t until the 1960’s that

Abercrombie & Fitch retail stores were

opened in other cities outside of New

York. In 1976 and Oshman’s Sporting

Goods purchased the Abercrombie &

Fitch name, trademark and mailing list

as part of the company’s bankruptcy

proceedings. The Limited purchased

25 Abercrombie & Fitch stores in 1988

from Oshman’s and merchandised the

store mostly with apparel that was

branded with an Abercrombie & Fitch

label.

7 HISTORY

The Jeffries Era (1992-1024)

Mike Jeffries became president of

Abercrombie & Fitch in 1992 and

skewed the store’s merchandise

towards a much younger demographic.

The Limited spun off Abercrombie

& Fitch as a separate company in

1999. Abercrombie & Fitch became a

publicly traded company in 1996.

In the 1990’s, Abercrombie and Fitch

became a huge success marketing to

18-25 year olds of a certain type. A&F

proudly marketed to the affluent, cool,

good-looking kids. They broadcast

to the world that their strategy was

exclusive to this element, and overtly

targeted only this group. Their ads

were over-sexualized, and they simply

did not offer sizes to those that fell

outside of their target market.

For the better part of 20 years, this

strategy was widely successful. Part

of this success can be attributed to

the fact that this age group in the

1990’s and early 2000’, largely found

confidence in their image based on a

comparison to their fellows.

It was well received when large groups

of peers dressed alike. In addition,

fashion credibility could be achieved

by proudly bearing the brand name of

your wardrobe.

HISTORY 8

Today, this same age group, does not value

brand names or dressing in harmony, as

did the youths in the 1990’s. Today’s 18-25

year olds (Generation Y) value uniqueness,

and the creation of their own identity. In

addition, Generation Y tends to pride

themselves as more globally conscious

and sensitive to the feelings of their peers.

Abercrombie & Fitch’s marketing research

informed the company’s decision makers

about the shift in trends, but they chose

to ignore their research. They continued

to devote their message to their version

of the cool, good-looking kids. However,

they ignored the reality their vision of

cool no longer applied.

PROBLEMS

... from previous page.

9 PROBLEMS

Any rebranding effort for Abercrombie &

Fitch should acknowledge that the target

age group has changed since the 1990’s.

Generation Y does not view successful

fashion by focusing on the similarities of

dress between themselves and their peers.

Nor do they find value in having the brand

name of their clothes plastered across

their bodies. They value the ability to

create their own unique look, and clothing

companies must enable them to do so.

An attribute that Abercrombie & Fitch can

retain is that their clothing is known to be

of quality and well fitting. Customers will

pay a premium for these attributes.

SOLUTIONS

SOLUTIONS 10

1. New Leadership

Abercrombie’s leadership was

criticized for giving the CEO and

chairman a disproportionate

amount of power. The board

separated the chairman and

CEO roles, appointing seven

new independent directors

to the board, and appointing

longtime executive Jonathan

Ramsden as chief operating

officer. Abercrombie and Fitch

also appointed presidents for

its namesake, kids, and Hollister

brands. The new structure is

more democratic and could

make it easier for new ideas to

be heard in the future.

2. Selling Black Merchandise

Jefferies reportedly believed

that the color black was too

formal for his brand, which was

meant to evoke casual, preppy

vibes. Employees at corporate

headquarters weren’t even

allowed to wear it to work.

Today, Abercrombie has lifted

the ban on black and now sells

the color black in stores.

3. Reducing Logos

Teens are moving away from

the logos that were popular a

decade ago. The company said

on an earnings call with analysts

that the American logo business

would be reduced to “practically

nothing” by next spring.

4. Social Media

Utilizing social media outlets,

such as Instagram and

SnapChat, Abercrombie and

Fitch knows how to connect

with its young audience. The

company partnered with teen

social media stars and fashion

Seven Steps Towards

A New Direction

11 SOLUTIONS

bloggers to wear its clothing.

It was the first major teen retail

brand to take this approach with

social media.

5. No More Sexual Marketing

For years, Abercrombie & Fitch

was famous for racy ads and

shirtless models. The brand has

scaled back and now sticks to

more wholesome images for its

marketing.

6. Investing In Online

As mall traffic declines,

Abercrombie closed 60 US

stores this year. This is ultimately

good for business because it

gives Abercrombie more money

to invest in re-branding and

e-commerce. Abercrombie and

Fitch started offering online

ordering with the option for

in-store pick-up. The company

is also ramping up digital

marketing.

7. Anti-Bullying Campaign

In the past, Abercrombie and

Fitch has been accused of

excluding minority and plus-size

customers. The company began

an anti-bullying campaign,

which has reached an estimated

750,000 teens.

SOLUTIONS 12

STRENGTHS

•A Large Customer Base

•Known For Quality Clothing

•Large Distribution Abilities

•Easily Recognized By The Use

Of Affinity And Dispositional

Branding

THREATS

• Their Largest Competitors

Are Very Similar Competition

• Competitors Have Large

Established Online Sales

• Competitors Have A Loyal

Customer Base

WEAKNESSES

• Negative Brand Image

• A No Care Attitude

• Poor Online Performance

• Over Sexualized

OPPORTUNITIES

• Commitment To Quality

• Re Grab Customers Lost

• Bolster Online Sales

• To Address The New

Characteristics For The

Demographic

13 SWOT ANALYSIS

“Ditching Shirtless Models”

Frizell, S. (2015). Abercrombie & Fitch Is Ditching Its Shirtless Models.

Time.Com, N.PAG.

http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail/detail?vid=23&sid=724202c5-26a4-448a-9898-5432a7bf5843%40sessionmgr111&hid=128&bdata=JnNpdGU9ZWhvc3Qtb-

Gl2ZQ%3d%3d#AN=102338605&db=a9h

“Ditching The Logos”

Linshi, J. (2014). Here’s Why Abercrombie & Fitch Is Ditching Its Logos.

Time.Com, 1.

http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail/detail?vid=24&sid=724202c5-26a4-448a-9898-5432a7bf5843%40sessionmgr111&hid=128&bdata=JnNpdGU9ZWhvc3Qtb-

Gl2ZQ%3d%3d#AN=97939896&db=a9h

“Battle Against More Pay”

JOHNSON, S. (2012, October 18). Abercrombie & Fitch workers battle

for pay, hours. New York Amsterdam News. p. 10.

http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail/detail?vid=25&sid=724202c5-26a4-448a-9898-5432a7bf5843%40sessionmgr111&hid=128&bdata=JnNpdGU9ZWhvc3Qtb-Gl2ZQ%3d%3d#AN=82946226&db=a9h

LIBRARY RESEARCH

LIBRARY 14

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Target Demographics

As the brand matures, the demographics change to a focus on

a more mature audience. The brand will want to appeal to the

young adult demographic with disposable income, who also

have an eye for good fashion sense and value quality products.

As this generation is also globally conscious, the brand will

also get involved in providing clothing and drinkable water to

underprivileged people and children in underdeveloped countries.

The brand will also strive to be current with the latest technology

and trends, to keep up with our customers.

15 DEMOGRAPHICS

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The target demographic for the

re-brand are college students and

young professionals, between

the ages of 20-30 years old

with disposable income. This

demographic are socially conscious

and technologically savvy.

The previous target demographic

for Abercrombie & Fitch between

the years 1992 to 2014 was

beautiful, fit and cool young adults

between 14-22 years of age with

disposable income derived mostly

from their parents.

The Jeffries Era

The New Re-branded Era

DEMOGRAPHICS 16

Susan J.

Age: 24

Junior Analyst

Worked as a junior business

analyst for three years.

Facing a promotion,

she wants to update

her wardrobe to a more

professional style. She cares

about quality and comfort.

Recommended by a friend

to visit Fitch since they will

exceed her expectations.

John D.

Age: 29

Entry-Level Finance

Recent college graduate.

He needs to purchase a

new wardrobe for his new

professional and social

lifestyles.

He trusts the quality and

fitting of Fitch but doesn’t

know if it’s appropriate for

his new life.

Eddie S.

Age: 26

Mid-Level Manager

Manager at a photo shop.

His wardrobe is outdated

and since he interacts with

clients everyday he wants

to look his best.

He has never shopped at

Fitch, but has heard good

things and wants to give

them a shot.

17 PERSONAS

Mike M.

Age: 22

College Student

Senior college student.

Mike will be graduating

soon and is looking for a

new professional style of

clothing. He is looking for

professional clothes as well

as casual style.

He trusts Fitch to maintain

his ongoing lifestyle and

adventures.

Zoe W.

Age: 26

Assistant

Art Director Assistant for

over four years. Since she

lost weight, she has decided

to redo her wardrobe with

quality business attire that

fits her style.

Her friends and co-workers

recommended she shops at

Fitch for all her needs.

Jacob J.

Age: 29

Editor

Editor at a magazine for

over six years. He has been

given a bonus and wishes to

purchase new clothing with

it. Since he hates shopping,

he needs quality clothes

that will last.

He has been told that Fitch

will be a good fit for him, so

he’ll give them a shot.

PERSONAS 18

Founded in 1987.

Male and female 14-17

years of age.

American style

clothing. American

shopping mall based.

Specialty retailer

of casual clothing

and accessories at

affordable prices.

Founded in 1977.


years of age.

A\E is modestly priced

private label clothing.

American Eagle

Outfitters is owned

and operated by

Silverman’s Menswear.

Founded in 1976.


years of age.

Always keep with

current market and

trends.

Most of their revenue

generates through

Online sales.

19 OLD COMPETITION

Founded in 1980


years of age.

Consistent growth

over the past 5 years.

Express sells high-

quality products at

competitive prices.

Bought by Gap in 1983.


years of age.

Affordable luxury

brand.

Specializes in higher

end clothing and

accessories.

Founded In 1947.

Male, female and

children.

Second largest global

retailer.

Fast fashion clothing.

Cheap prices and vast

selection of products.

NEW COMPETITION 20

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IDEATION

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Archetypes

In maturing the brand, we want to focus on the positive aspects

of the Romantic and Innovative Archetypes. This is done for

the purpose of creating a comfortable and enjoyable ambiance

for customers, as well as providing quality products and services

that enrich our customer’s lives. The new brand wants to be

always one step ahead on trends, marketing and overall brand

experience, in contrast with the previous archetype of Commander,

which focused primarily on their status and image. This existing

archetype provides some reasoning for why Abercrombie & Fitch

were unwilling to adapt to new market changes.

23 ARCHETYPES

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Stresses power, status and image.

Ability to wield power and elevate social status.

Unchanging.

Slow to adapt to market changes.

Values friendships, aesthetics and quality of life for its customers.

Wonderful ambiance.

Products and services that enrich life through beauty and intimacy.

Stresses imagination, design, and the crafting of aesthetic products and services.

Creates distinctive and tasteful products and services with a commitment to quality.

COMMANDER ROMANTIC INNOVATOR

Old Fitch Archetypes

ARCHETYPES 24

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Attributes

Brand attributes are the qualities that a company wants to stand

for or wishes to have associated with its brand. Also known as

core values, brand attributes represents the essence of the brand.

They are a set of characteristics that identify the character and

personality traits of the brand, similar to the attributes that allow

us to consistently identify individuals.

25 ATTRIBUTES

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EXCLUSIVE-excluding or not admitting other things.

JUDGMENTAL-having or displaying an excessively critical point of view.

OVER-SEXUALIZED-To sexualize excessively.

SOPHISTICATED-having, revealing, or proceed-ing from a great deal of worldly experience and knowledge of fashion and culture.

INDIVIDUALISTIC-marked by or expressing individuality; unconventional.

CONTEMPORARY-belonging to or occurring in the present.

Old Fitch Attributes

ATTRIBUTES 26

27 MOOD BOARDS

MOOD BOARDS 28

29 MIND MAPS

31 RYAN BAZYDOLA

ROUGH SKETCHES 32

33 MEGAN WILCOX

ROUGH SKETCHES 34

35 MEGAN WILCOX

ROUGH SKETCHES 36

37 GINO GRAZIANO

ROUGH SKETCHES 38

39 RYAN DUFFEY

ROUGH SKETCHES 40

41 RYAN DUFFEY

ROUGH SKETCHES 42

43 EMILIANA ZEIKOWICZ

ROUGH SKETCHES 44

45 EMILIANA ZEIKOWICZ

ROUGH SKETCHES 46

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FINAL LOGO DESIGN

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49 LOGO

LOGO 50

Cutomized “F” to create a

connection between the Name and

the Diamond shapes in the mark.

Gotham “C” creates an “negative”

diamond shape, creating another

connection between the mark

and the name.

Small-solid Diamond #1

represents the Sportsman Era.

From 1892-1992 when

Abercrombie & Fitch was an

Outdoor/Sportsman Retailer.

Small-solid Diamond #2

represents the Jefferies Era.

From 1992-2014, when

Abercrombie & Fitch focused

on a much younger specific

demographic..

Small-solid diamonds

represent the two past eras

of Abercrombie & Fitch. Both

eras represent periods where

the company marketed to

monolithic markets.

Large Diamond represents the

new Fitch Era. The era is defined

by the maturation of the brand,

along with the maturation of the

target demographic.

The accent stoke in the large

diamond represents the brand’s

support for individualism and

uniqueness. Qualities that have

been identified important to the

target market, generation Y.

1. The Diamond portrays “Sophistication”.

2. The Diamond represents a time period of

100 years, which is equal to the brand’s 1st

Era. 3. As a Diamond is shaped by time

and pressure, the new logo and name is an

effort to mature the brand.

LOGO BREAKDOWN

The Diamond

51 LOGO BREAKDOWN

After Abercrombie & Fitch dissolved their

business partnership in 1907, Fitch continued

the retail business and retained the name.

Abercrombie & Fitch Co. has several brands

targeting different age groups.

1. abercrombie - kids (middle school and

below)

2. Hollister - High School age

3. FITCH - College Age and Young

Professionals

Thinking in terms of a “new beginning”,

the decision was made to drop the name

Abercrombie from the re-branded image. This

allowed the re-brand to create some separation

from the negative brand image of Abercrombie

& Fitch. Keeping Fitch, allows the re-brand to

capitalize on the good attributes maintained

by the company, such as well-made, quality

clothes.

Shortening the name to Fitch from Abercrombie

& Fitch, helps to convince an existing and new

customer base that the brand has matured. It is

a clean, contemporary namesake for the brand.

The name Fitch itself, brings sophistication to

the brand, which is a primary attribute guiding

REASONS FOR CHANGING THE NAME TO FITCH

NAME CHANGE BREAKDOWN 52

ASH CUPSophistication, maturity, cool, neutral, timeless

CARRIE WINEIndividualism, passion, status, class.

B&W PHOTOGRAPHYUsed for backgrounds, fashion oriented, current, represents Fitch attributes.

RGB: 107, 14, 31CMYK: 33, 99, 80, 48HEX: 6a0d1f

RGB:127, 128, 128CMYK: 52, 43, 43, 8HEX: 7f7f80

53 COLOR

TYPEOGRAPHY 54

Body Copy: Gotham Narrow Book. qui dolorehenis maio bea venduci llandit ex eius, temolese dolut duntor molorita et hillo is essimaxim eum id maiore prest, conecuptas si odi cor audam re, aceritat lante nonsequam fuga. Iquam faces restendio con es ium volut que vit omnis et inimi, consent iumquib uscimetur, omnis corionsequi tetur ab illibus, vollaci intiur, si dolorem voloriam quibeaqui sunt, volla nonsequisi corem doluptatis molesequias elentioresti in porit paruntumquam re voloreicab incto mo offictatem aut et essinusandem di que volores iur sus, consequid quiatas ducidestium et

Title: Gotham Narrow BoldSubhead: Berthold Walbaum Book

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PERIPHERALS

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BUSINESS CARDS 56

57 STATIONARY

BROCHURES 58

59 ADVERTISING CAMPAIGN

ADVERTISING CAMPAIGN 60

61 SOLO ADVERTISEMENT

ADVERTISING CAMPAIGN 62

63 PROMOTIONAL VEHICLE

FLEET VEHICLE 64

65 PROMOTIONAL

PROMOTIONAL 66

67 PROMOTIONAL

PROMOTIONAL 68

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WEBSITE

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WEBSITE HOME 70

71 WEBSITE

WEBSITE 72

Unholy process

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