Abercrombie & Fitch had remained tight-lipped over its plans to reintroduce "A&F Quarterly" throughout the whole process (2009–2010). The company introduced the "A&F Book" feature on its online store for Christmas 2009 as a collection of seasonal photography themed "FIERCE". The feature was updated for Spring 2010 in February. It was titled "Spring Fever" and remained up until April when it was removed. On regarding its "Back-to-School" 2010 campaign, in January 2010, on its iPhone app, A&F had only commented, "Brr...!!! February will be the next photo shoot for the Back-to-School/Christmas 2010 campaign. We've got our fingers crossed that we'll be going somewhere sunny, warm, and sandy..."