Abercrombie & Fitch’s new ad aims to get Millennials back in their moose-emblazoned duds. After losing appeal among younger shoppers, A&F has been rethinking brand strategy. In their latest campaign, the brand ditched the sexualized, shirtless models they’ve been known for and went with a TV spot full of “diverse, aging young adults” meant to remind everyone of their 125-year-legacy and outdoorsy beginnings (A&F started “as an upscale sporting goods store”). The spot, called “This is the Time” is aimed at 21-24-year-olds who are “learning how to adult.” (Adweek)
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