Abercrombie and Fitch had undergone major rebranding efforts, but no one seemed to notice.
How can we make A&F relevant again?
The Problem
Despite Abercrombie & Fitch's attempts to evolve from its problematic era, consumers still believe that Abercrombie & Fitch is the brand it was in the 90s or the early 2000s.
The Opportunity
Abercrombie & Fitch should target their old customers -- individuals who used to shop at the brand during their middle school days. As they matured, they moved onto other brands so they wouldn't be associated with their younger, immature selves.
The Insight
No one wants to be remembered for who they were in middle school.