Lee Peterson

Racy A&F Quarterly Returns

June 28, 2010

FROM RETAILWIRE:
A&F Quarterly, Abercrombie & Fitch's controversial magalog described by some as "Playboy for tweens," is being relaunched after a seven-year absence. What do you think of the relaunch of the A&F Quarterly? Does Abercrombie & Fitch have to be controversial to succeed?      [more...]

I love that magalog. The idea of having a brand magazine that exemplifies the target customer's lifestyle is simply brilliant. Their music and book sections in particular were fabulous. Of course boomers think it's "controversial"...just further proof that they don't "get" the A&F brand. Which in turn, makes them even cooler in the eyes of their customer.

Although A&F has made some tactical mistakes recently, I believe it's still one of the strongest specialty brands at retail.