Abercrombie is using TikTok to make former customers (a.k.a. Millennials) fall in love with the brand all over again. Perhaps one of the most notable rebrands of late is Abercrombie’s transition from its early ‘00s, logo-heavy roots to its current, size-inclusive and trendy era as it redefines itself for a new generation. To go after the original audience of its ‘00s and 2010s era—who are now 25-29-years-old—Abercrombie is focusing on the “long-weekend mindset” and size-inclusive offerings that it once lacked. Abercrombie has tapped popular influencers like Mikayla Nogueira, Tega Alexander, Remi Bader, and Jen Nicole to promote its new message, and giving creators freedom to share about the brand on social media has been vital. Organic conversations on TikTok about Abercrombie have been paramount to its brand transition (#Abercrombie counts 253M views and #AbercrombieHaul has garnered 51M), and the brand has experienced “six-digit traffic” to its website from social media content created with its agency, IF7. (Morning Brew)
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