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Back to TV for Abercrombie & Fitch

Published 10/20/2017, 01:32 PM
© Reuters.  Back to TV for Abercrombie & Fitch
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  • Abercrombie & Fitch (ANF +3%) is running its first TV commercial in more than ten years. although it's now blowing away marketing experts.
  • "They have included all the signifiers of modern youth culture: multicultural cast, startup entrepreneurs hunched over their computers, interracial and same-sex relationships, trendy restaurants and beautiful 20-somethings dancing with their hands in the air," says Chuck Welch. "But it is surface and lacks a soul," he observes.
  • Judge for yourself - A&F TV spot (YouTube)
  • The return to TV advertising for the company arrives with shares outperforming retail ETFs for the year and matching the +15% YTD performance for the S&P 500 Index.
  • Now read: Excitement Is Premature On Abercrombie & Fitch


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