Abercrombie & Fitch - Research & Activation

Design Research | Service Design

A classic fashion brand asked frog to help them define their target audience. Results were 6 personas, 4 archetypes, and 24 journeys, as well as an activation plan to roll the new thinking throughout the organization. The research readout was split between Abercrombie and Hollister.


Printed Booklet for Activation












Digital Materials for Activation