GRAPHIC DESIGNER & ILLUSTRATOR

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Naya - Mural Design
Cooking Curls- Brand Identity
Echoes of Home- Comic Book
Abdelli- Label Design
L’ŒIL DE CARO- POSTER DESIGN
mira mikati- gif
cutout pupet - animation
ABERCROMBIE REVIVAL- REBRANDING/MANIFESTO
BIFUR AS MICKEY- TYPOGRAPHY
sarde after dinner- poster design
Disco dabke x beit el baraka - poster design
sandwich- poster design (reject pile)
METAMORPHOSIS- ANIMATION
echoes of home -  TETA’S CHAPTER
MOON CACTUS- BRAND IDENTITY
ECHOES OF HOME- THE EXHIBITION
ECHOES OF HOME X LIZA PARIS- comic book
ECHOES OF HOME- CASSIA CHAPTER
FAM jAM- POSTER DESIGN
SOUK EL TAYEB- LITHOGRAPHY POSTER
A LA MAISON- BRAND IDENTITY
ECHOES OF HOME- THERE IS NO PLACE LIKE HOME
KOURA- LABEL DESIGN
THE ESCAPE- COMIC  STRIP
ECHOES OF HOME- GEBRAN’S CHAPTER
SANTE BONHEUR- COMMISSIONED ILLUSTRATION
TELL IT LIKE IT IS- LOGO DESIGN
JACQUES- BRAND IDENTITY
ECHOES OF HOME- THE END
AYAM VINTAGE- LOGO DESiGN
NATARI STUDIO- LOGO DESIGN
PALAIS MOKBEL- LOGO DESiGN
BEELINED- LOGO DESIGN

ABERCROMBIE REVIVAL,  PARSONS 2022

STRATEGY: the revival of Abercrombie.


MANIFESTO: REDISCOVER YOURSELF

WHAT?
Abercrombie is an everlasting brand that has been at the forefront of streetwear and outdoors wear fashion since the 1800s. It has tackled every generation in a special manner. Today, after the many scandals Abercrombie has surfaced, the brand is nothing more than a regular, everyday wear brand that has no emblem for itself. The brand is positioned next to Zara, Gap, H&M, urban outfitters… When looking back, we can see that Abercrombie was ahead of its time with the exclusivity it brought to sports/streetwear which wasn’t really seen before. Today, next to brands such as Off white, Yeezy, Supreme, Pablo, Vans… I think Abercrombie could stand out being one of the first brands in this market.  Abercrombie brings identity, it brings positioning, it brings scarcity. I think its purpose should tackle every skater/street fashion. I think bringing back the vintage pieces, the early 2000s back to this generation will bring meaning to clothes. -Starting fresh but not starting from zero I want to bring back iconic designs that once people were proud to show the labels. These iconic products are Sweatpant, Sweater Hoodies, Denim  Shorts,  Shirts. The store was known for denim and basic shirts including tees, tanks and sweatshirts — all of which were emblazoned with its signature logo. Denims were a huge part of Abercrombie as well as the shorts that made the summer of millennials and even the younger promotions of GenZ. And we can’t not bring back the Abercrombie perfume which was probably every teenager’s first perfume. Bringing back these essentials really center back the brand to this century’s outdoors wear. From the perspective of a client, wearing that today can be seen as channeling a younger version of ourselves.

HOW?
I plan to have the brand only work on drops and not necessarily follow the fashion calendar with seasons. What makes us want to shop a drop so much? According to experts who study consumer behaviour and marketing, it all comes down to the scarcity principle. "[A drop] doesn't conform to traditional fashion release timing, so it's unpredictable and, therefore, the products seem scarce. "Scarcity makes them desirable because they aren't available to just anyone — they're only available to people who happen to be tuned in to the product's release. And it results in people wanting it more, and sometimes sleeping outside to get it. Many brands have adopted thisEven though drops usually occur online, there are pop-up shops that attract long lines of shoppers hoping to get their hands on the physical product as soon as it's available.Drop culture is not only about the product per se but also about the hype of going through something to get it and work for it. I believe that this strategy would be perfect for Abercrombie today. Abercrombie was the hype of the early  2000s, its target customers went through a similar feeling and answered to the same type of people but– differently. Today, with the new appeal I would like to create on genZ, a drop culture; a limited amount of clothes and items, a limited amount of time, limited everything, will make people want to buy Abercrombie. After launching online I'm following with the offline experience of retail to further the brand experience. Having pop-up shops adds an element of constant change and also tends to keep shoppers engaged and encourages them to revisit. It assists in bringing new energy to traditional retail settings. A world pop up tour is also the chance to test the market on site. And for the information we plan to have the pop ups last from at least a month to three months maximum depending on the demand and the city. For the communication regarding the opening of Pop up stores. Our last step would be to pitch a presentation to Kering in order for A&F to be acquired by KeringThe key ideas pointed out that will advantage the group is the sustainable transition of the brand, the appeal it has on younger generations, the presence of the group in the USA and the ability of the brand to test the market for other brands of the group

WHY?
I think Abercrombie deserves to come back to its hype. It can’t just be another brand without an identity. Abercrombie used to be exclusive and hyped and the brand would mean something to the person wearing it, and to the person that was seeing someone wearing it. It used to place the people wearing it in a certain standing, the way offwhite, supreme and many other brands do today. The thing they have in common is: hype, societal positioning, logo importance and style. Abercrombie’s style was based on sweatshirts, sweatpants and sportswear with the logo showing everywhere,  the way these brands are. One more thing that abercrombie could bring out that these brands lack is authenticity and vintage clothing. We are positioning Abercrombie next to newly created brands that have gained their hype very fast, whereas Abercrombie is a long lasting brand that has always known its worth and hype ( it was first worn by presidents and hunters in the eighteen hundreds.) we all also know that people today are obsessed with vintage clothing which is why i think this could strongly work.

©annamokbel.cargo.siteANNA MOKBELGRAPHIC DESIGNER AND ILLUSTRATOR

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