"Holy shit, it's giving body."
^^^ Have you ever said that to yourself while buying jeans before?
Until this weekend, I sure hadn't.
To me, buying jeans is one of the more traumatizing experiences you can have as a woman. I actually can't think of something I'd rather do less—especially in the 90 degree NYC heat where your body is already sticky and you've spent the last hour swimming through the humidity of the sidewalk.
So, you'll understand my surprise when I found myself at ABERCROMBIE & FITCH (of all places!!!!) this weekend, trying on a pair of jeans (that I don't really need until fall) in the middle of one of the hottest days of the year, and somehow thinking… “This is the best I've ever looked.”
Now, hold on—let me back up.
I haven't been to Abercrombie & Fitch since 2007.
I mean… the body image trauma that brand inflicted upon me in middle school is real. (And I know I'm not alone in that.)
But… I saw a TikTok a couple weeks ago of someone going to their new 5th Avenue location, and I couldn't believe what I saw in the video. From what I could tell, it seemed A&F had done a major rebrand: no more dark lighting, no more shirtless models with abs greeting you at the door, no more perfume stench so strong that you can hardly breathe…
SO—despite the fact that 13-year-old-me promised to never enter the store again, I decided to go.
It was a completely different store.
I won't bore you with all the details, but think business professional meets casual. Lots of neutrals, high quality materials, linen…. bright lighting, stunning walnut wood details. It was giving Aritzia vibes but, like, brighter.
Hello!?!? Where am I!?!?
My eye caught a pair of black jeans in the corner underneath a sign that said "Curve Love” and my curiosity got the better of me. “Just how much of a rebrand did A&F REALLY do?”, I thought to myself.
Next thing I knew, I was in the fitting room, my mouth absolutely agape at just how good I looked in these jeans. (And If you've ever cried in a dressing room before, then you know the feeling when the opposite happens—it's euphoria.)
I snapped a pic, texted it to at least 6 friends, bought the jeans (obvi) and had a newfound confidence for the rest of the day.
… a confidence given to me by Abercrombie & Fitch.
The power of a rebrand.
The power of a brand, in general.
I have this question on the questionnaire I send my brand & web design clients when they sign on to work with me. It says:
How do you want people to feel when they interact with your brand and/or website? (Ex.: like, “fuck yes!” like a jolt of energy & inspiration, like a huge sigh of calming relief, etc.)
My trip to A&F this weekend reminded me that, at the core, great branding (or… a great rebrand) is not just about selling more. It's about making people feel something.
And people who feel something when they interact with your brand are way more likely to buy. And then keep buying.
I bought an incredible new pair of jeans this weekend.
…And even if I hadn't bought those jeans, I bought back into the A&F brand.
