Abercrombie launches "This is the Time" integrated campaign

By

Obi Anyanwu

Published
Oct 20, 2017

Abercrombie & Fitch launched on Thursday “This is the Time,” the brand’s holiday 2017 integrated campaign.

 
Developed by The Richards Group and PMG, 'This is the Time' draws from the brand’s 125-year heritage of adventure and exploration, and will lean on digital media to engage with its target market of 21 to 24 year olds.

"This is the Time is born of Abercrombie & Fitch's heritage as an outfitter of adventure, and an appreciation of the significance of this unique stage in our customers' lives, and the adventures they are on," said Stacia Andersen, President of Abercrombie & Fitch.

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The campaign features Abercrombie’s first commercial in over a decade, which will be rolled out on digital media and social media, in movie theaters, on TV on the E! Network, Comedy Central, ESPN and Adult Swim, at music festivals and music platforms such as Pandora and Spotify.
 
In addition, This is the Time will be geo-targeted to New York City, Los Angeles, Chicago, Boston, San Francisco, Washington DC, Seattle and Denver, where local fixers and ambassadors will host experiences and activations, including a pop-up shop, travel opportunity and a loyalty program.
 
"Over the past year we've learned from conversations and interactions with millions of our customers; we understand how, when and where they want to engage, and what they expect from us as a brand." said Will Smith, CMO of Abercrombie & Fitch.

"That insight, and an understanding of what made us an iconic American brand, has shaped our campaign; This is the Time speaks to the important journey our customers are on, as well as the one we are on as a brand."

This time last year, the teen retailer shed its 'sexy' image with the launch its largest-ever ad campaign for the holiday season. The campaign, which served as a reintroduction for Abercrombie, was comprised of fun images that honored the brand’s heritage, celebrated individuality and featured the phrase, “People have a lot to say about us. They think they’ve got us figured out.”