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Abercrombie & Fitch is using TikTok to reintroduce the brand to millennial and Gen Z consumers.

The 130-year-old brand is running a paid and organic ad strategy on the platform as well as working with TikTok creators to do so. The reintroduction follows Abercrombie & Fitch’s overall brand transformation in recent years as it has slowly shed its reputation of preppy exclusivity for early Aughts teenagers to become a more inclusive brand aimed at twentysomethings seeking fashionable basics.