Abercrombie & Fitch is reintroducing itself to Gen Z and Millennials via TikTok. Since 2017, Abercrombie & Fitch has been undergoing a brand refresh under its new CEO, one that is focused on diversity across product sizing, models, and everything the brand does. To promote its newborn brand identity, Abercrombie & Fitch has been working with TikTok fashion influencers and creators including dancers, chefs, and comedians. Instead of giving creators strict guidelines for what can and can’t be posted, the brand “gives creators an overarching creative strategy,” letting them retain creative power over what is posted on the brand’s TikTok and their individual pages to authentically engage with users. As Abercrombie & Fitch’s senior director of marketing explains, “We connected with talent to reflect back to who our consumer is today. We are trying to look for and find talent in all walks of life to showcase who Abercrombie is today.” YPulse’s New Content Creators trend research shows 56% of young content creators want complete creative freedom when working with brands on promotional content. (Digiday)
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