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Abercrombie is bringing new aesthetics, inclusivity, and influencer relationships to the forefront in 2022.

Jan 04 2022

Abercrombie is bringing new aesthetics, inclusivity, and influencer relationships to the forefront in 2022. Since rebranding five years ago, Abercrombie’s sales have buoyed as the brand has learned to engage more deeply with its target consumers: Gen Z and Millennials. “Inclusivity is everything,” according to Abercrombie’s Global Brand President Kristin Scott, and the company is putting representation at the center in 2022 by making in-store layouts more inclusive to people with disabilities, highlighting more racially- and size-diverse models in its marketing materials, adding more size offerings, and testing clothing fit on a wider range of bodies (YPulse’s Representation in Action trend research shows featuring diverse models / actors in advertising is one of the top things brands can do to reflect diversity and be inclusive, according to BIPOC young consumers). Partnering with a more diverse set of influencers is also a priority in the year ahead. Mikayla “Mik” Zazon (@mikzazon) is a body positive influencer with over one million followers who recently amped up her partnership with Abercrombie, because “they have taken initiative and learned from their mistakes.” Outside of influencer relationships, Abercrombie is welcoming a new aesthetic, “living for a long weekend,” featuring clothes suited for long-weekend activities like weddings, travel, side gigs, relaxations—you name it. “Augmented and mixed reality experiences” are also part of the brand’s next steps, notes Samir Desai, Abercrombie’s chief digital and technology officer, along with looking into how the brand can fit into the metaverse and enter “the circular economy.” (Modern Retail)