2
CONTENTS
3
4
AIM
METHODOLOGY
5
BRAND HISTORY
6
BRAND ESSENCE
7
MISSION STATEMENT
BRAND VALUES
BRAND PERSONALITY
8
BRAND PORTFOLIO
9
CURRENT MARKETING MIX PRODUCT
PLACE
10
PRICE
PROMOTION
11
BRAND HEALTH PERCEPTIONS
12
ONLINE PRESENCE
AWARENESS
13
FINANCIAL OVERVIEW
14
MARKET SHARE % retail value rsp
2009
2010
2011
2012
2013
Nike Inc
3.8
3.5
3.8
4.3
4.6
Gap Inc, The
3.4
3.2
3.0
3.1
3.3
2.6
2.4
2.2
2.3
2.2
Hanesbrands Inc
1.8
1.9
1.8
1.9
2.0
VF Corp
1.5
1.5
1.8
1.8
1.9
0.7
1.0
1.1
1.3
1.6
1.1
1.1
1.3
1.3
1.4
1.4
1.3
1.3
1.3
1.3
1.2
1.3
1.4
1.3
1.3
1.3
1.3
1.3
1.3
1.3
1.2
1.3
1.2
1.1
1.1
1.0
1.0
1.0
1.1
1.1
Carter's Inc
0.8
0.8
0.9
0.9
1.0
Forever 21 Inc
0.7
0.7
0.8
0.9
0.9
0.8
0.8
0.8
0.8
0.8
0.8
0.7
0.8
0.8
0.8
0.5
0.5
0.6
0.7
0.7
0.8
0.8
0.8
0.8
0.7
Wal-Mart Stores Inc
Phillips-Van Heusen Corp Ralph Lauren Corp Target Corp adidas America Inc Levi Strauss & Co Jones Apparel Gr oup Inc Limited Brands Inc
American Eagle Outfitters Inc Fruit of the Loom Inc Chico's FAS Inc Abercrombie & Fitch Co
15
MARKET HEALTH US Forecast Sales of Apparel and Footwear by Category: Volume 2013-2018
Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
% volume growth
2017/18
2013-18 CAGR
2013/18 Total
Apparel
1.3
1.6
8.0
Footwear
1.7
1.2
6.3
Apparel and Footwear
1.3
1.5
7.8
16
GLOBAL
17
PESTLE ANALYSIS POLITICAL
ECONOMIC
18
SOCIAL
Bell, A., 2015
19
TECHNOLOGICAL
Bylykbashi, K., 2015
20
ECONOMIC
LEGAL
21
TARGET CUSTOMER
CUSTOMER PROFILES
22
CONSUMER SEGMENTATION DEMOGRAPHIC - MILLENIALS
23
COMPETITORS
WHAT IS THE BRAND DOING?
24
25
WHAT IS THE BRAND DOING?
26
27
FAST FASHION RETAILERS
28
COMPETITIVE POSITIONING MAP
ANALYSIS
29
MARKET TRENDS
OMNI CHANNEL RETAILING
30
31
PERSONALISED RETAILING
32
EMERGING ECONOMIES - MINT
ï‚·
33
SWOT ANALYSIS
STRENGTHS
34
WEAKNESSES
35
OPPORTUNITIES
36
THREATS
37
KEY ISSUES AND CHALLENGES FACING THE BRAND
% y-o-y growth
Abercrombie & Fitch Co: Competitive Performance by Value vs US Apparel Market 2008-2013 10 5 0 -5 -10 -15 -20 -25 2008 2009 Abercrombie & Fitch Co
2010
2011 2012 2013 US Apparel and Footwear Market
38
GAP ANALYSIS
39
OBJECTIVES
40
STRATEGY 1 - INTERNATIONAL EXPANSION WHAT?
WHO? THE MEXICAN CONSUMER
41
WHERE? PLACE
42
WHY?
43
STRATEGY 2 - RECONNECTING WITH THE CONSUMER
PRODUCT
OMNI CHANNEL RETAILING COMMUNICATION CAMPAIGNS
44
PRODUCT
45
OMNI CHANNEL RETAILING
WHAT?
WHO?
46
WHY?
WHAT?
47
1 YEAR COMMUNICATION PLAN APP DEVELOPMENT WHAT?
WHY? ï‚·
48
CURRENT APP
49
HOW? TACTICS
50
NEW APP CONCEPT
51
IBEACONS WHAT?
WHY?
52
HOW? TACTICS
53
#MYABERCROMBIESTYLE CAMPAIGN
WHAT?
HOW? TACTICS
54
WHY?
55
COMMUNICATIONS BUDGET
56
57
SCHEDULE
58
59
EVALUATION AND CONTROL
60
CONCLUSION
61
% retail value rsp
Company
2010
2011
2012
2013
Andrea
Fábricas de Calzado Andrea SA de CV
3.5
3.7
3.8
3.9
Flexi
Flexi SA de CV
2.9
3.0
3.1
3.1
Emyco
Cía Manufacturera de Calzado Emyco SA de CV
2.8
3.0
3.1
2.1
Levi's
Grupo Interpunto de Mexico SA de CV
1.9
1.9
1.8
1.8
Price Shoes
Price Shoes SA de CV
1.5
1.6
1.7
1.7
Zara
Zara México SA de CV
1.7
1.7
1.7
1.6
CKlass
Industrias CKlass S de RL de CV
1.3
1.4
1.4
1.4
Milano
Grupo Milano SA de CV
3.1
3.1
1.8
1.3
Hush Puppies
Cía Manufacturera de Calzado Emyco SA de CV
1.1
1.2
1.2
1.3
Nike
Nike México SA de CV
1.2
1.2
1.3
1.3
C&A
C&A México S de RL de CV
0.9
1.0
1.0
1.1
Bershka
Bershka México SA de CV
0.8
1.0
1.1
1.1
Verochi
Verochi SA de CV
0.8
0.9
0.9
1.1
Topeka
Comercializadora de Actualidad SA de CV
1.1
1.1
1.0
1.0
Pull & Bear
Pull & Bear México SA de CV
0.6
0.8
0.8
1.0
Oggi
Junior de Mexico SA de CV
1.0
0.9
0.9
0.9
Milano
Controladora Milano SA de CV
-
-
1.3
0.9
Nuevo Versatex SA de CV
0.9
0.9
0.8
0.8
Yale
Yale de Mexico SA de CV
0.8
0.8
0.8
0.8
Gap
Gap Inc, The
0.8
0.8
0.7
0.8
Vicky Form
Vicky Form SA de CV
0.7
0.7
0.7
0.8
Massimo Dutti
Massimo Dutti México SA de CV
0.7
0.7
0.7
0.7
Ilusion
Ilusion SA de CV
0.7
0.7
0.7
0.7
Julio
Proyecciones de La Moda SA de CV
0.6
0.6
0.6
0.7
Ralph Lauren
Ralph Lauren Corp
0.7
0.7
0.7
0.7
adidas
adidas de Mexico SA de CV
0.6
0.6
0.6
0.7
Baby Creysi
Baby Creysi SA de CV
0.6
0.6
0.6
0.6
Grypho
Nuevo Versatex SA de CV
0.7
0.6
0.6
0.6
Avirex
Nuevo Versatex SA de CV
0.5
0.6
0.6
0.6
Reebok
adidas de Mexico SA de CV
0.5
0.5
0.6
0.6
Impuls
Fermir SA de CV
0.5
0.5
0.5
0.5
Brantano
Industrial Zapatera JR SA de CV
0.5
0.5
0.5
0.5
Avon
Avon Cosmetics SA de CV
0.4
0.4
0.4
0.4
Converse
Converse Inc
0.4
0.4
0.4
0.4
Ivonne
Ivonne SA de CV
0.4
0.4
0.4
0.4
Mariscal
Grupo Bamex SA de CV
0.4
0.4
0.4
0.4
Oysho
Oysho México SA de CV
0.3
0.3
0.4
0.3
Aldo Conti
Promotraje SA de CV
0.3
0.3
0.3
0.3
TT Blues
Grupo Sportswear SA de CV
0.4
0.3
0.3
0.3
Fruit of the Loom Mexico SA de CV
0.3
0.3
0.3
0.3
Private label
Private Label
4.2
4.3
4.2
4.2
Others
Others
57.0
55.6
55.4
56.5
Total
Total
100.0
62 100.0
100.0
1
Longbeach Polo Club
Fruit of the Loom
mn units
2008
2009
2010
2011
2012
2013
Apparel
967.7
943.3
985.5
1,035.5
1,078.2
1,121.6
Footwear
229.9
216.1
239.9
257.0
273.3
290.3
1,197.6
1,159.4
1,225.4
1,292.5
1,351.5
1,411.9
Apparel and Footwear
63
IN DEPTH INTERVIEW 1
64
65
BIBLIOGRAPHY
66
REFERENCES
67
68
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IMAGE REFERENCES
http://www.pinterest.com/pin/272890058646909675/
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71
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http://www.modern-english.co.uk/pros-cons-instagram-competitions/
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https://finance.yahoo.com/q/is?s=ANF+Income+Statement&annual
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72
http://www.aeropostale.com/
http://www.aeropostale.com/
Own Image
http://www.pinterest.com/pin/272890058647006629/
73
http://www.pinterest.com/pin/272890058646704513/
http://www.pinterest.com/pin/272890058646704524/
http://www.pinterest.com/pin/272890058646909590/
http://www.pinterest.com/pin/272890058646909683/
http://www.pinterest.com/pin/272890058647087025/
http://www.pinterest.com/pin/272890058647006635/
http://www.pinterest.com/pin/272890058646909410/
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74
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www.instagram.com
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