Abercrombie & Fitch hires UK agency for EMEA brief

Abercrombie & Fitch Co has appointed Canoe to provide consumer PR across EMEA.

The remit covers the retailer’s Abercrombie & Fitch and Hollister Co. brands, including Abercrombie Kids and the lingerie brand, Gilly Hicks.

Canoe’s brief includes supporting communication and partnership strategies, media relations, press office, lifestyle marketing, ongoing idea generation and influencer strategy.

Founded in 1892, Abercrombie & Fitch Co is American fashion label focused on casual wear, while Hollister targets a younger consumer.

“We are incredibly proud to welcome Abercrombie & Fitch Co to our agency. A truly iconic and global lifestyle retailer with multiple powerful brands, Abercrombie & Fitch Co represents a significant addition to Canoe’s roster, and we look forward to supporting the company’s growth in EMEA,” Canoe managing director Chris Carr said.

Katie Adams, EMEA marketing director at Abercrombie & Fitch Co, said: “At A&F Co, we are at a very exciting stage in our EMEA expansion. We are thrilled to partner with Canoe to authentically connect with our consumers and continue to grow our brands in the region.”

In January, global sportswear and equipment brand Under Armour appointed Canoe as its UK PR agency.

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