From: abercrombie
Subject Line: get the coolest fleece by christmas.
Date:Thursday, December 11, 2008

From: abercrombie
Subject Line: winter coats to keep you warm.
Date:Thursday, October 30, 2008

From: abercrombie
Subject Line: classic fleece to keep you warm.
Date:Thursday, October 9, 2008

From: abercrombie
Subject Line: classic fleece to keep you warm.
Date:Thursday, September 4, 2008

From: abercrombie
Subject Line: get the coolest new looks for fall.
Date:Thursday, September 18, 2008

Since I started subscribing to abercrombie kids email, I've been seeing the same girl and boy models over and over. This isn't too strange--some of my favorite brands like Free People and Anthropologie also feature familiar faces across multiple creatives. What's baffling about these abercrombie photos is that it's the same kid, wearing the same thing, in the same location--sometimes even the same photo used again and again? Why is this? Is the boy just so adorable in this flannel shirt that he generates more click-throughs than displaying a variety of clothing or range of environmental shots?

This isn't the first time we've been baffled by Abercrombie & Fitch's email creatives, as you can see in other entries. Are they going for irony? Are they being lazy? Does this approach really work? We're not sure. If anyone has any insight, please tell us...why??