Abercrombie and Fitch are an interesting brand for my brand marketing report because: - They were once a very successful brand but seem to be stuck in the past. - People tend to have a common and popular opinion that they wouldn’t buy from them anymore. - They have experienced multiple controversies mainly due to their former CEO Mike Jeffries.
Current Brand Position
Abercrombie and Fitch currently sit at having quite highly priced items that have quite a basic design but are still somewhat fashionable.
PEST
From 2014 to 2017 Abercrombie and Fitch were suffering from decling sales. In 2018 they experiecned their first increase in sales for four years. I think this links with the fact that Fran Horowitz became the new CEO of the company in 2017.
SWOT Strength - Abercrombie and Fitch are a popular brand who are known internationally. Weakness - Suffered multiple controversies that have tarnished their reputation. Opportunity - Diversfiy the content posted on their social media accounts. Threat - Customer tastes are changing - the Abercrombie and Fitch style was popular in the 2000s but is now seen as outdated.
Research Through surveys conducted through Instagram and Survey Monkey I found out that: - 100% of people who answered the Instagram survey don’t shop at A&F anymore. - 57% of people who answered the Istagram survey think that A&F have a bad reputation. - From the Survey Monkey questionnaire I found out that 61% of people who answered would rather shop at Topshop and Urban Outfitters. - 65% of people who answered the Survey Monkey questionnaire have never actually shopped at Abercrombie and Fitch before.
Recommended Future Strategy
I think Abercrombie and Fitch should rebrand themselves as a homeware and lifestyle brand. Their new competitors would include: - Anthropologie - The White Company - John Lewis They should merge the clothing aspect of A&F with their sister brand Hollister.
Proposed Brand Marketing Moodboard
Proposed Consumer Demographics Moodboard
Proposed Social Media Moodboard