Abercrombie and Hollister Global Brand Reset

Articulated unique brand convictions, established new brand books, and delivered full communication strategy. 

Faced with competition from fast fashion and fading brand relevance,  Abercrombie and Hollister required a reset to connect with young people around the world. 

Through extensive stakeholder interviews, robust qualitative and quantitative research with consumers in North America, China and Europe, we articulated a clear path forward for both brands.