Last season, Abercrombie and Fitch decided to stop hypersexualised imagery to sell its products and tone down the brand’s campaign. They signed their first Asian model, Neelam Gill who is already making waves in the modelling industry, from Burberry to Vogue to Fila. The new ads highlighted far less skin on show for a more sophisticated, fully clothed image. Craig Brommers, senior vice president of marketing at Abercrombie told WWD: “We announced a number of changes, which were based on our customer’s feedback. One of those changes was the elimination of sexualized imagery. As we evolve the brand in terms of product and marketing, making the consumer aware of these changes is important.”
The new look comes just at the right time for Abercrombie’s international expansion plans, which focus on the Middle East. They opened their first Abercrombie stores in the region in 2015, including two in conservative Kuwait and one in Dubai. They have just announced plans to further grow its footprint so the brand will open stores in Qatar, Bahrain, Oman and Saudi Arabia.
Rajiv Suri, CEO of Majid Al Futtaim Fashion, Abercrombie’s expansion partner in the Middle East said: “We have seen significant demand within the last few years in the UAE and Kuwait and we look forward to helping Abercrombie & Fitch Co. grow in this market.”
Abercrombie is aware that it will need cultural sensitivity needed to do more business abroad. According to research firm Trefis Team, the company does nearly 36 per cent of its sales outside the US. In terms of sales per square foot, its international stores are far more productive, generating close to $770 per square foot, versus about $420 in the US. But in Europe, Abercrombie’s biggest overseas market, over-aggressive expansion has seen sales drop. The best opportunities lie elsewhere, particularly in Asia and the Middle East, Trefis Team concluded.
By Hershey Pascual
