A&F is known for its racy marketing photography by Bruce Weber.[20] It is rendered to grayscale and features outdoor settings, usually with semi-nude males and females. A&F casts only store employees for marketing campaigns. Casting directors from the home office travel to key A&F regional stores in the United States and to London to hold "casting calls" for employees aspiring to become the next "A&F New Face".[21] The company promotes its casting sessions,hollister sale,Hollistrer Ghost, models,hollister, and photo shoots in the "A&F Casting" feature online at abercrombie.com. The website also provides a gallery of current photography. Framed copies at A&F stores will sometimes name the model and store.

The Abercrombie & Fitch brand image is heavily promoted as an international near-luxury lifestyle concept.[22] The company began cultivating an upscale image after the 2005 opening of its Fifth Avenue flagship store alongside Prada and other upscale retailers.[23] Having for years used high-grade materials in the construction of its merchandise and priced them at "near-luxury" levels, the trademark Casual Luxury was introduced[23] as a fictional dictionary term with multiple definitions such as "[using] the finest cashmere,Hollister Clothing, pima cottons,hollister uk, and highest quality leather to create the ultimate in casual, body conscious clothing,"[24] and "implementing and/or incorporating time honored machinery ...to produce the most exclusive denim..."[24] This upscale image has allowed A&F to open stores in international high-end locations and further promote the image by pricing its merchandise at almost double the American prices.

Overall, CEO Jeffries calls the A&F image a "movie" because of the "fantasy" that plays out instore.[25] Even some of the clothing is given "story": "You buy into the emotional experience of a movie," Jeffries explains, "And that's what we're creating. Here I am walking into a movie, and I say, 'What's going to be [at] the box office today?'