Abercrombie & Fitch x Barnes & Noble
Campaign Concept & Content
The Challenge
Abercrombie & Fitch and Barnes & Noble are both household brands with sinking popularity and room for reputational improvement. The challenge is to create a collaborative campaign for the brands that will reignite the popularity and improve brand sentiment of both brands.
The Insight
According to a survey of 70 college students, the top reasons they don’t shop at either A&F or B&N is because it’s too expensive, it’s not popular with their friends, and they feel they’re out of date.
The Solution
Abercrombie & Fitch and Barnes & Noble run Read in Style, a limited time, seasonal campaign focused on following literary adventures and dreams while looking your best. The campaign targets college students who enjoy reading, fashion, and keeping up with trends. It's designed to increase sales and generate awareness by weaving the free, young, fun of Abercrombie with the thoughtful calm of Barnes & Noble.
Work & Credit
All ideation, research, images, slides, content, copy, and mockups done by me via Adobe Photoshop and Canva. Photography & modeling done by Sophia Cooch and myself. Submitted for a course taught by Oscar Betancur.
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