Abercrombie & Fitch Co names new UK PR

Abercrombie & Fitch Co names new UK PR


Abercrombie & Fitch Co has appointed consumer PR agency Emerge as its UK Brand Communications Partner. The US fashion giant said the appointment “demonstrates the company’s commitment to growth in the UK” and will see the agency working across both its A&F and Hollister brands.

The Central London-based agency was chosen for its “proven track record of working with globally recognised consumer brands looking to reach new audiences”. 

As such, Emerge “will work strategically across the A&F Co brand portfolio”, responsible for all PR communications including press office, events and partnerships.

Mel Wilmshurst, Associate Director at Emerge, said: “We know there is so much opportunity ahead for A&F Co and… we aim to connect even further with UK media and customers.”

Katie Adams, VP Marketing EMEA at A&F Corp added: “[The agency’s] deep understanding of our target customers and the consumer media landscape set them apart – they will be a great partner as we drive our brands forward in this important market.”

That UK growth plan, which saw the Abercrombie & Fitch brand open a store on London’s Carnaby Street last December, also includes a major flagship on the capital’s Oxford Street next year with a two-storey space on the corner of New Bond Street, formerly occupied by Next.

Announcing the Oxford Street plan, Abercrombie & Fitch EMEA MD Scott Clarke-Bryan had said: “We see tremendous opportunities… here in London and this prime location at the crossroads of Oxford and Bond Street will add to our growing presence in the UK market.”

A&F Co has already said its UK business is strong and expects this to continue, forecasting a 2024 net sales rise of 12-14%.
 

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