Rebranding Collaboration of Abercrombie & Fitch and Tyra Banks

“A Rebranding Collaboration between Abercrombie & Fitch and Tyra Banks” is a college group project of Marc Azzi, Madeleine Lossie, Jaie Padhye and me. This is no real campaign of either Abercrombie & Fitch nor Tyra Banks and just a theoretical concept for our class at LIM College. I will share parts of this project in short form below. Find all references by clicking here. 

A Rebranding Collaboration between Abercrombie & Fitch and Tyra Banks

The Importance of Rebranding through Celebrity Collaborations

Celebrity Collaborations are used in strategic marketing to influence the brand’s image and consumers’ purchasing intentions on a more unconscious level of decisions. The right famous character must be chosen carefully as he or she must align with the brands new objectives, products and image change. Celebrity collaboration appeals mostly to Generation Z and Millennials target consumers. 

Brief Background of Abercrombie & Fitch

Abercrombie & Fitch was founded in 1892. It was recognized as greatest sporting goods store in 1993 and had customers including Ernest Hemingway and Teddy Roosevelt. They declared bankruptcy in 1977 but were acquired by Oshman’s Sporting Goods which saved the brand. Since a pop/rap group included lyrics about A&F in 1999 they were associated with being cool again. With the former CEO, Michael Jeffries the brand image began to suffer and sales started to decline slowly in the mid 2000s.

Rebranding Collaboration of Abercrombie & Fitch and Tyra Banks

Abercrombie & Fitch keeps on closing stores. Also their famous male models in front of their stores disappeared and with them a piece of their brand culture.

The proposed Venture on rebranding Abercrombie & Fitch

The rebranding Collaboration between Abercrombie & Fitch and Tyra Banks will help to develop a better brand image for A&F in public. Sales will increase for the next decade by offering realistic sizes 12 and 14 and above. Furthermore the collaboration will bring more publicity to Tyra Banks as well, since it became more quiet around the former Victoria’s Secret supermodel in the main media. Abercrombie & Fitch will be rebranded in a more realistic and healthier way by bringing back modern and ethical values of “fashion for all body types” since an average American woman is a size 14. An authentic body image will be developed. 

About Tyra Banks

Tyra Banks is an American supermodel, television personality, producer, businesswoman, actress and author. She started modelling at the age of 15 and has been a VS model from 1997 to 2005. She is author of Beauty Inside & Out” and Established her own foundation called TZONE which’s aim is to develop teenage girl’s self-esteem. She is the creator and presenter of America’s Next Top Model. Besides that she has her own cosmetic line called TYRA Beauty.

The new collection “Fiercely Real”

Tyra will be featured as the new face for larger size ranges at Abercrombie & Fitch. The well-known product quality and fabric selection and lively prints and patterns of Abercrombie & Fitch will stay the same. A&F will add more sizes that correspond to realistic measurements of American women and will adjust their current size 12 and 14 to the common sizing measurements since they turn out to be smaller than that at the moment. Instead of labeling it “Plus Size” we will use Tyra’s own words “Fiercely Real”. 

Rebranding Collaboration of Abercrombie & Fitch and Tyra Banks

Launching the Collection “Fiercely Real”

The rebranding Collaboration between Abercrombie & Fitch and Tyra Banks will have a foremost online promotion through blog features and Instagram collaborations because that’s where the target audience spends their most time in. Some photo shoot placements and features in articles of fashion and lifestyle magazines will also be part of the launch. As a special we thought about doing an on-site event with the model Tyra Banks so fans can reach out to her and have a more personal experience with both Tyra and Abercrombie & Fitch. 

The Importance of the Collaboration

Both Tyra Banks as Abercrombie & Fitch will benefit from the collaboration. Through the campaign a more positive body image will be spread in public. The motivation to feel better in ones own skin will raise and a healthy, happy self within one’s own norms and standards will be promoted. Abercrombie & Fitch will regain popularity since their values will fit better to modern trends in society. They will encourage social change in a larger field and promote the acceptance of all body types.

“The runway symbolizes something in society that’s very intimidating to women”  – Tyra Banks 


Thank you for reading!