American fashion company Abercrombie & Fitch has feverishly been trying to clean up its image, following several scandals and marketing criticism. This time, it wiped the slate clean on Instagram.
‘This is Abercrombie & Fitch’
Instagram is an important platform for brands like Abercrombie & Fitch, but it faced a lot of criticism lately because of its photographs. Abercrombie & Fitch has now deleted all of its older photographs and replaced them with a single image, with the caption: "People have a lot to say about us. They think they’ve got us figured out".
Shortly after, the company launched a series of images to promote its new ‘This is Abercrombie & Fitch’ campaign, a clear indication it wants to wipe the slate clean and get rid of the brand's past.
Back on its feet
Several years ago, Abercrombie & Fitch was known for its half-naked men and pretty ladies in front of the stores, in an attempt to draw attention. Every other employee was also very good-looking as part of the company's profile. The approach paid off at first, but the brand's appeal quickly faded away and sales lagged behind. Former CEO Mike Jeffries' statements, including how his brand was only for the young and attractive, also backfired tremendously, scaring off a lot of consumers.
After he left, the company went through a lot of changes and altered its strategy for plenty of Abercrombie & Fitch brands. Slowly but surely, the company is now getting back onto its feet.