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ABERCROMBIE & FITCH 2024 PARTNERSHIP
Amplify + Abercrombie execute a series of partnership events across 2024
Challenge
A&F has experienced a huge turnaround in recent years and is now a thriving fashion brand favored by GenZ and young Millennials.
Audience perceptions are shifting and the brand is seeing growth as it successfully rebranded. A&F has revamped product assortment, focusing on quality apparel and accessories that appeal to a broader customer base.
A&F’s product expansion reflects their adaptability to evolving consumer needs, which they’ve established through partnerships with McLaren Racing and Palm Tree Festival, and launch of The Wedding Shop.
Our goal was to generate awareness and authentically integrate A&F with relevant brand partners to elevate credibility and bring new product experiences to life.
How can we leverage our partnerships to integrate into key cultural moments and engage authentically with our consumers?
Insight & Strategy
We tailored each A&F activation by tapping into key cultural and consumer behaviors and moments to generate awareness and drive natural integration between the brand and its beloved partners.
Chorus of Light by Ta-ku
To ensure guests’ messages of hope lived on after Vivid Sydney came to end, we gave people the opportunity to have their messages sampled in an original track, inspired by the installation.
Created in collaboration with Ta-ku, Chorus of Light is available to stream on the Samsung YouTube channel. Listen now.