For over 125 years, Abercrombie and Fitch has created quality products that embody the spirit of comfort, ease, and all-American self-assurance. As the target demographic began to shift for the iconic brand the creative direction for the e-commerce studio was re-evaluated to attract and reflect the values of a new, more discerning customer.
The updated visual direction relies on a balance of aspirational yet approachable imagery brought to life in a way that communicates elevated ease and represents Abercrombie today.
Abercrombie & Fitch
2019–2021
SERVICES
Art Direction
CREDITS
Photography: Brad Weller, Jace Lumley, Josh Anderson, Rachel Proctor
Styling: Billie Bird, Mia Ceccarelli, Kathryn Dinovo, Natasha Battistelli, Elizabeth Kyler, Lisa Ruben, Whitney Moore
Hair & Makeup: Shannan Yoho, Brit Cochran, Mia Santiago, Sharon Casey, Meagan Eggert
Creative Direction: John McClean
Executive Creative Direction: Joanna Ewing
PRODUCT DESCRIPTION PAGE
Imagery is a key component of the Abercrombie brand and an important aspect of the company’s storied heritage. The customers build an emotional connection with the images as they shop and each touchpoint requires a unique demand. In order to meaningfully resonate with the consumer the images must excite and inspire–Abercrombie is an iconic brand and the photography should appear just as timeless. At a functional level, the photography on the product description page must showcase each product clearly, providing enough visual information so that the shopper has confidence in their purchase. The imagery must also incorporate a variety of poses and views to engage the customer and promote discovery.
PRODUCT DESCRIPTION PAGE
Imagery is a key component of the Abercrombie brand and an important aspect of the company’s storied heritage. The customers build an emotional connection with the images as they shop and each touchpoint requires a unique demand. In order to meaningfully resonate with the consumer the images must excite and inspire–Abercrombie is an iconic brand and the photography should appear just as timeless. At a functional level, the photography on the product description page must showcase each product clearly, providing enough visual information so that the shopper has confidence in their purchase. The imagery must also incorporate a variety of poses and views to engage the customer and promote discovery.
ELEVATED ECOMM IMAGERY
Monthly trend edits and ad hoc collections called for a more distinctive approach instead of the standard e-commerce direction. The internal photography team took advantage of these opportunities, innovating and challenging themselves to explore the capabilities that the studio space could accommodate. Lighting, backdrops, and props were utilized to in order to achieve aspirational and inspirational imagery that would resonate with the brand’s core customer.
