From Abercrombie's 2017 campaign, "This Is the Time."
“In 60 years, when the scars have become lessons and the risks have become rewards, these are the images that will surface. These are the days you’ll remember. This is the time.”Those are the tag lines that end Abercrombie & Fitch Co.’s new integrated advertising campaign, “This Is the Time.” The campaign includes a commercial for the brand, representing its first in more than a decade. The company is hoping the latest campaign attempt — the commercial begins with talk about being free to “screw up, learn by doing…to find what’s next, to find yourself” — will resonate with consumers between ages the ages of 21 and 24, who will see the connection between exploring one’s self with the brand’s history “as the outfitter of adventure.”The campaign was developed by the company, with its agency partners The Richards Group and PMG.But will this one resonate with its targeted audience?A&F is in the midst of turning around the Abercrombie brand, but it finds itself in a changing retail landscape where formerly hot brands need to figure out better ways to resonate with their customer base, whether that’s messaging, imagery or service. In the case of Abercrombie, new brands such as Vineyard Vines and Supreme — it recently received a $500 million investment from private equity firm Carlyle Group — have captured more of the market share.And detractors point to the company’s decision not to sell earlier this year as a failed attempt due to the company not getting the high valuation it was likely seeking. In fairness to Abercrombie, the company has said all along it felt it has the right plan in place to turn around its fortunes. Following last year’s failed advertising campaign, Abercrombie needs a win to put off those naysayers.The one-minute commercial — already on YouTube, with a 30-second version on Instagram — contains various advertising and marketing components that will be rolled out over the next few months. The campaign marks the start of the 2017 holiday season, and the media blitz will include a heavy weighting toward digital engagement, particularly via mobile media. And while it will include placements in traditional media such as linear TV, what’s different is the live experiential component planned at music festivals and platforms such as Pandora and Spotify. The company is also planning on showing the ad in movie theaters in 35 college towns.https://www.youtube.com/embed/uTyiQsCyZjsFran Horowitz, chief executive officer of the company, said on the integration of different platforms, “We did a commercial for the first time in over 10 years and it’s a good example of [us] being closer to the consumer. We are putting it in theaters because the consumer overindexes in movie theaters — it is the one time where they put their phone down.”Working the music platforms and having a presence at live events is about “where the consumers are and interfacing with them at the right place at the right time,” according to the ceo. The company will also work with local ambassadors in the cities it is geo-targeting, as well as social media influencers to home in on the message of “outfitting these consumers for their everyday adventures,” Horowitz said. The company is also planning on a sweeps connected to a travel opportunity that will be made available to its A&F Club members, the brand’s loyalty program.What is also different this time is how the company zeroed in on learnings from last year.“We have spent an additional year, a lot of time with the consumer, getting close to who they are,” she said.Horowitz said some of the learnings have also been from its earlier experience re-branding Hollister, Abercrombie’s younger sibling, which the company began first and is much further along in the turnaround process.Will Smith, chief marketing officer, said, “Over the past year, we’ve learned from conversations and interactions with millions of our customers; we understand how, when and where they want to engage and what they expect from us as a brand.” He said the insight shaped the new campaign, which speaks to the “ important journey our customers are on, as well as the one we are on as a brand.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast