Dateline: London. Abercrombie and Fitch

Dateline: London. Abercrombie and Fitch

In an article about the American brand, Abercrombie and Fitch.
Abercrombie and Fitch are releasing the relaunch of their quarterly, this is to mark the one-year anniversary of their london flagship store. It will have 200 pages and cost £50 or about $100.
The book will feature erotic photography by Bruce Weber, with editorial overseen by Tyler Brl (the founder of wallpaper and Monocle magazine), and creative direction by Sam Shahid.

This 200 page book is about the lifestyle of the brand, rather than the clothing which Abercrombie and Fitch sell. “Our audience is much wider today, they’re more savvy, and have more global perspective.” Said Lennox, vice president of corporate communications.

“We don’t want to be seen to be hawking t-shirts and jeans.” “It’s about communicating the elements of the brand”, said Lennox.

But why? Surely, creating a brand and having stores all around the world would surely be about the products they sell. I feel that if I were to buy this book, I would expect to see everything Abercrombie and Fitch, the clothes, the models, even the smell of A&F.
Even the name of this quarterly sells a lifestyle, “Return To Paradise”. Lennox says that it will include travel features that focus on Seattle, Waikiki, Hawaii, Los Angeles, and New Orleans, a story on hot US entrepreneurs under 25. All of these place and stories that will be featured within this quarterly enhance and sell the lifestyle to the consumer, that buying into this brand will give the consumer these experiences and opportunities.

The photographs which will be featured in this quarterly are taken by long term Abercrombie and Fitch photographer, Bruce Weber. These images will still be erotic, with colour photographs of topless young men and women, and couples frolicking in lush, edenic backdrops. Everything you already think when you think A&F imagery.
Lennox even said the photos are “beautiful”  and that he was expecting British audiences to expect nudity better than the Americans would, “The Brits are less uptight.”

Lennox views the quarterly as a “focused ad effective” advertising tool. Even though it will not actively sell or credit any A&F product.

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