Hot models get Abercrombie & Fitch video noticed

What can I say...


I guess this Abercrombie and Fitch video is spot on for it's brand and should appeal to it's core target consumer.


It is getting the brand noticed with an impressive 7 million+ Youtube views.


The store brand experience they deliver consumers - ' hench' models, queues to get in, dark lighting, loud music and indifferent customer service - isn't an approach that I'd typically recommend, but it seems to be a successful formula.


At the very least it seems to be  a film that people are sharing. A positive indicator of advocacy.