Case Study : Abercrombie & Fitch

Youth style icon Abercrombie & Fitch places recruitment posters around the streets of the world’s fashion centers, advertising a number for prospective models and store staff to call. It also sends out recruiters to hand pick candidates, who are invited to call in and arrange an audition. The programme is an integral part of the brand concept, helping to build the desirability and mystique of the Abercrombie & Fitch experience. It is a key requirement of the strategy that the telephone service also reflects the brand values, and the brand team for Abercrombie & Fitch turned to Content Guru and to deliver the service.

storm ® is a cloud-based and location agnostic model with the ability to scale up and down free, enabling Abercrombie & Fitch to accommodate the demands of the dynamic markets.

“We have to deliver the Abercrombie & Fitch brand experience through every channel. The kind of people we recruit do not expect to be kept in a queue when they make a call. We have to be as responsive and direct as they are. We are excited to be involved in Content Guru’s storm platform. Our recruiting services are a big part of our international expansion – routing the calls of the coolest kids from around the world to our recruiters. We’re very appreciative of having these systems at our disposal.”

Tom Goulet, Project Manager for the International arm of Abercrombie & Fitch


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abercrombie & fitch