Abercrombie and Fitch Pop Up Shop Book by Sara Spicer

04 THE

STORY 06

EXECUTIVE SUMMARY

THE

18 THE

COMPANY

MARKET

COMPANY HISTORY, STATUS, & GROWTH BRAND IDENTITY MATRIX PRICE/ACCESSIBILITY MATRIX CURRENT DISTRIBUTION CURRENT COMMUNICATION

PESETEL ANALYSIS SIZE OF THE MARKET THE KEY PLAYERS INDIRECT COMPETITION

32 THE

CONSUMER 38 THE

DEMOGRAPHICS PSYCOGRAPHICS BEHAVIORAL

44 THE

NEW A+F

COMMUNICATION

JUSTIFICATION FOR LOCATION DESIGN OF THE ACTUAL SPACE PRODUCT PLAN

THE

FINANCIALS

RESEARCH

SALES FORECAST BUDGET FOR EXECUTION

WORKS CITED APPENDIX

executive summary

Abercrombie and Fitch has been a struggling teen brand for the past decade, but rebranding and marketing in 2014 is geared towards a new target consumer for A&F that is getting positive feedback. We, at Abercrombie and Fitch want to continue the success by opening up a pop-up shop in Savannah, Georgia for the 2015 fall and winter seasons. Hosting this three-month long pop-up shop, we hope to entice A&Fâ&#x20AC;&#x2122;s older target consumer with new marketing and advertising techniques, new product assortments and new store designs and concepts. We understand that diving into a new channel, such as a pop-up shop can be risky, but we feel confident in ourselves and in our customers who believe in our brand, as we are ready for the challenge.

Abercrombie & Fitch History

A&F founded under David T. Ezra Fitch became Abercrombie Co. the new partner

1892

1900

Became a publicly traded company and one of the fastest growing merchants The Limited of men and womens A&F went purchased the clothing in the bankrupt struggling company industry

1977

1988

1996

Current Status: A&F is a specialty retailer built upon the direction and authority of CEO, Michael Jeffries. A&F operates brick-and-mortar stores, as well as e-commerce functions, selling men and women casual sportswear apparel lines. A&F is a publicly traded company that runs 843 US stores and 163 international stores in Europe and Asia. As the company restructures product, A&F is now targeting an older core customer between the ages of 18-22. Growth Plans: A&F has plans to progress their international markets and direct-toconsumer sales. After years of struggling, A&F is committed to recovering productivity and profitability performances. The companyâ&#x20AC;&#x2122;s global supply chain will work toward reducing expenses throughout all A&F facilities. A recent decision to drop the Abercrombie moose logo displays expansion toward an older market. College-age men and women, ages 18-22 are being targeted to A&Fâ&#x20AC;&#x2122;s latest relaxed aesthetics and bohemian styles.

CEO Michael Jeffries says target market is underage teens

2003

Multiple lawsuits A&F settled filed on racist a class action products and their racist hiring lawsuit for $50 million practices

2003

2005

The company was tanking in numbers and terrible product outcomes that After years of resulted in multiple lawsuits struggle, A&F because of their rebrands its company and young target product. consumer

2011

2014

Mission Statement: We at Abercrombie & Fitch believe that our mission statement can be described as â&#x20AC;&#x153;The modern Abercrombie & Fitch is the next genereation of effortless All-American style. The essence of laidback sophistication with an element of simplicity, A&F sets the standard for great taste. From classic campus experiences to collecting moments while traveling, A&F brings stories of adventure and discovery to life. Confident and engaging, the Abercrombie & Fitch legacy is rooted in a heritage of quality craftsmanship and focused on a future of creative ambition.â&#x20AC;?

swot analysis STRENGTHS -Strong international relationships -Success in print and social media advertising -Products are made with high quality fabrics and materials -Wide range of products -Store environment

Opportunities -Expand to older markets -Establish new competitors, such as Urban Outfitters and Express -Growth in customer outreach through e-retailing -Focusing on emerging trends -Creative stores in a boutique style

Weaknesses -Lacks good public relations -Focus is on exclusivity -Recent declining financial performance -Negative press and legal issues -Evolving brand image is not yet established for core consumers

Threats -New competitors have established customers -Old competitors have adapted to economic changes, offering new styles -Dependence on trends that have short life cycles -Less people shopping at malls

Old Abercrombie & Fitch Mens: -Sportswear Apparel -Jeans -Accessories -Underwear -Body Care -Cologne

Womens: -Casual Sportswear Apparel -Jeans -Swim -Footwear -Accessories -Sleepwear -Body Care -Fragrance

brand as a product

-Provocative -Moose Logo -Black and White Ads -American Heritage

brand as a symbol

-Privileged -Preppy -All American -Confident -Idolized -Respected

-Publicly Traded -Internationally Distributes -Global

brand as a Person

brand as a organization

new Abercrombie & Fitch Mens: -Sportswear Apparel -Jeans -Accessories -Underwear -Body Care -Cologne

Womens: -Casual Sportswear Apparel -Jeans -Swim -Footwear -Accessories -Sleepwear -Body Care -Fragrance

brand as a product -Soft, Feminine, and Rom antic -Down to Earth and Real

brand as a Person

-Realistic Beauty -Abercrombie & Fitch Text

brand as a symbol -Publicly Traded -Internationally Distributes -Global

brand as a organization See Appendix Analysis 1.1

High

Price/Accessibility Matrix Price

511 Stores

1,006 Stores

1,090 Stores 992 Stores

High

Location

Low

See Appendix Analysis 1.2

Distribution In the US, A&F has 253 stores, as of February 1, 2014. Their distribution center is currently located in New Albany, OH, which supports all North American stores. They maintain brick-and-mortar stores domestically and internationally, as well as a successful e-commerce website.

Old Marketing & Advertising

Abercrombie & Fitch’s old marketing campaign can be considered as too edgy, sexual, or all of the above. From the 1990’s-2010, A&F’s marketing campaigns once delighted teens and frustrated parents. According to Bloomberg Businessweek, “the once-edgy retailer has lost a third of its market value in the past year as it grapples with falling sales in Europe and the U.S. While Abercrombie blames the economy for its woes, brand consultants say it also has failed to change with the times. Today’s teens are underwhelmed by the half-naked models and blaring, dimly lit stores.”

New Marketing & Advertising

See Appendix Analysis 2.1 Annual Expenses: According to A&Fâ&#x20AC;&#x2122;s financials on Marketwatch.com, they spent a total of $2.85 billion in assets for 2014 A&F has strong marketing and advertising initiatives in print and online. A&F social media platforms include Facebook, Twitter, Instagram, Pinterest, YouTube and Wanelo. Currently, A&F is having store and online promotions, such as 20% off entire purchase, 25% off for A&F Club Member, all jeans $39, and take an additional 50-70% off sale items.

market

analysis

Pestel Analysis: During the three months of opening, the Abercrombie & Fitch Pop-up Shop in Savannah, GA should be aware of and follow political, economic, social, technological, environmental, and legal standards and regulations. Researching guidelines according to Savannah and the United States, Abercrombie & Fitch’s Pop-up Shop will adhere to local and international government policies, economic risks and changes, social demographic trends, technological movements, environmental relevance, and legal expectations. The PESTEL factors collectively portray A&F’s rebranding, the pop-up shop’s mission, and the future projections of this venture.

Political & Economic Political (U.S.): Political forces refer to attitudes and approaches that represent influences, restrictions or opportunities in the U.S. and Savannah markets. • Levels of governments include the federal, state and local divisions, which all regulate different tax polices • Overall, there is a stabilized democracy with a free enterprise system. However, there are some level of government intervention that protects civil liberties and equal rights. • Labor regulations are regulated by OSHA. • The Fair Labor Standards Act (FLSA) prescribes standards for wages and overtime pay, which effect most private and public employment. • Foreign Account Tax Compliance Act (FATCA) is recently enforced in mid2014. This was to tackle the issue of offshore tax noncompliance. • The US Patent and Trademark Office (USPTO) grants patent and trademark protection to inventors and businesses for their inventions and intellectual property rights Environmental (Savannah, GA): Overall, there is minimal government intervention where the economic policies are generally pro-business. However, for business they are subject to high tax rates. • There is economic growth due employment growth in the Savannah regions due to rising manufacturing abilities. Therefore, Savannah, GA has the fastest and 4th largest container port in the US. • Savannah, GA is experiencing a moderate rise in consumer spending on general goods with a 7% sales tax on all purchased goods. • In 2014, the US economy is expected to post a higher growth rate of 2.7%. • Interest rate remains around the same in a 0-0.25% range and it is also expected to remain unchanged until mid-2015. • In 2013, US inflation rate fell to 1.3% of GDP. However, Georgia’s inflation rate is adjusted GDP to increase by 3 percent.

social & technological social (U.S.): Social factors represent the culture of U.S. and Savannah societies and how these characteristics impact organizations. • Christianity is the major religion of the US population as of 2007, with Protestants constituting 51.3%, Roman Catholics (23.9%), other s(8.%). • A&F is diversifying their demographic. The A&F career website has a quote from Mike Jeffries, Chairman & CEO, saying, “Diversity and inclusion are key to our organization’s success. We are determined to have a diverse culture, throughout our organization, that benefits from the perspectives of each individual.” • The rebranding of A&F has gone from promoting an “East Coast traditions and Ivy League heritage” to “ “the next generation of effortless, all-American style.” Technological (Savannah, GA): Technological factors refer to the rate of new inventions and development, including changes in information and mobile technology, changes in Internet and e-commerce and mobile commerce, as well as government spending on research. • Savannah, GA’s Information Technology Department provides communication services to City Bureaus and Departments • Savannah Government provides social media for community feedback, traffic alerts, and code red emergency notifications. Technological (U.S.): • In 2014, 94.6% of 18-24 year-olds and 92% of 25-34 year-olds use the Internet to make purchases from any device at least once per month. These percentages are projected to increase as brand marketers continue to target these demographics through social media platforms. It is expected that 98% of 18-24 year-olds and 96% of 25-34 year-olds will be using the Internet in 2018 to make purchases at least once a month. This is due to consumers primarily using Facebook, but also Instagram and Snapchat to gain brand awareness. Unlike Facebook, Instagram and Snapchat do not have government regulations, which brands have taken advantage of to directly 20 message audiences with more freedom. See Appendix Analysis 2.2

environmental & legal environmental (Savannah, GA): Weather changes and manufacturing facilities effect the environmental status of the U.S., as well as regions including Savannah, GA. • The overall climate changes for coastal areas in the Southeast, such as Savannah, GA are sensitive. Sea level risks are due to risks tropical storms such as hurricanes. • Savannah’s paper mill pollutes the air and produces air toxins. • Resource management, such as managing water resources is reported to be challenging because of climate changes. • The website also offers outerwear from Woolrich White Collection that “offers a fresh, contemporary interpretation of iconic Americana for the next generation of Woolrich customers.” The pop-up shop will channel a freespirited attitude and classic image to continue the efforts of the company’s rebranding. Environmental (U.S.): •Today, A&F has a new image that attracts the relaxed, down-to-earth, and trendy customer. Their targeted look has changed from preppy to classic, which coincides in their efforts to be more environmentally conscious. Vegan fur jackets are being sold on the A&F ecommerce website. Legal (U.S.): Textile and apparel industries are enforcing product safety across the U.S through legal action. • Mutual recognition of flammability requirements • Textile/apparel labeling requirements Legal (savannah, ga): • Legal aspects to city Savannah

size of the apparel market the United States Apparel and Footwear Specialist Retailers industry can be analyzed to find the size of the market This industry counts for $197.8 million out of all the sales in Non-Grocery Retailers Abercrombie & Fitch has great opportunities in this market in regards to the p op-up shop.

key players

Key competitors against Abercrombie and Fitch are Urban Outfitters, Aéropostale, and American Eagle. They all have similarities in the aspect of the apparel market declining over the past year, resulting in lower net sales. These companies are highly accessible and all realate in the sense that they have not participated in any type of pop-up shop. Competitive Strength Assessment Key Indicators A&F Product Quality 8 Brand Image 7 Customer Service 8 Product Assortment 7 Store Size 9 Store Position 8 TOTAL 47 Weighted CSA Key Indicators Weighting Product Quality 0.13 Brand Image 0.2 Customer Service 0.12 Product Assortment 0.25 Store Size 0.1 Store Position 0.2 TOTAL 1

7 8 9 8 9 6 47

A&F 8/1.04 7/1.4 8/.96 7/1.75 9/.90 8/1.6 7.65

Aeropostale 3 3 5 6 8 6 31

AE 7/.91 8/1.6 9/1.08 8/2.0 9/.90 6/1.2

10 9 7 10 10 9 55

Aeropostale 3/.39 3/.60 5/.60 6/1.5 8/.80 6/1.2 7.69 5.09

UO 10/1.3 9/1.8 7/.84 10/2.5 10/1.0 9/1.8

9.24

American Eagle American Eagle was founded in 1977 in Michigan. According to their mission statement found on there website, “American Eagle Outfitters, Inc. is a leading global specialty retailer offering high-quality on-trend clothing, accessories and personal care products at affordable prices under its American Eagle Outfitters and Aerie Brands.” American Eagle Outfitters net sales for 2014 is $3.31 million dollars, which is a decrease of 7% from their net sales of $3.48 in 2013. The scope of their business includes a product range in men and women’s apparel and accessories, plus the addition of kid’s apparel (77Kids) and women’s intimates (Aerie). Also available on the AEO website, they define their size by stating “The company operates more than 1,000 stores in the United States, Canada, Mexico, China, and Hong Kong, and ships to over 80 countries worldwide through its websites. American Eagle Outfitters and Aerie merchandise also is available at over 60 licensed international franchise stores in 12 countries.” Some of American Eagle Outfitters’ key advertising campaigns includes their annual Back-to-School Jeans sale. During this time, the customer will receive a free t-shirt when they purchase a pair of jeans. American Eagle is also involved in social networking such as Facebook, Twitter, Instagram, Pinterest, Wanelo and Tumblr. American Eagle has only been involved in one pop up shop and that was for their kids brand, 77Kids. It was held in Pittsburg, PA at the Mall at Robinson for the holiday season for 77 days. This took place back in 2009 and the company stated “the experience offers something fun and unexpected, both in terms of product assortment, as well as the surprised and activities for kids.”

AEropostale

Aéropostale was founded in New York under R.H. Macy & Co. as a private label in the well-known Macy’s stores. It later became a specialty store concept in 1987 when it opened its own doors in 1987. According to Aéropostale. com, “Aéropostale, Inc. is a mall-based, specialty retailer of casual apparel and accessories, principally targeting 14-17 year-old young women and men through its Aéropostale stores and 4 to 12 year-old kids through its P.S. from Aéropostale stores. The company provides customers with a focused selection of high quality, active oriented, fashion and fashion basic merchandise at compelling values. Aéropostale maintains control over is proprietary brands by designing, sourcing, and marketing and sell all of its own merchandise.” Aéropostale’s net sales reached $396.2 million in 2014, which is a 13% decrease from its $454.0 million net sales in 2013. The scope of Aéropostale’s business includes girls and guys apparel and accessories, featured brands, and interior bedding and accessories for girls and guys. Aéropostale also points out the size of their company on their website by stating, “Aéropostale products can only be purchased in its Aéropostale stores and online at www.Aéropostale.com. P.S. from Aéropostale products can be purchased in P.S. from Aéropostale stores and online at www.ps4u.com. The company currently operates 914 Aéropostale stores in Canada and 97 P.S. from Aéropostale stores in 22 states. In addition, pursuant to various licensing agreements, our licensees currently operated 20 Aéropostale and P.S. from Aéropostale stores in the Middle East, Asia and Europe.” Aéropostale’s “We’ve Changed” campaign went viral on Twitter this summer when Aéropostale bought up Twitter ads to inform teens that the company has changed. The ad campaign starts off by saying “Are you who you were a year ago? No.” CEO Tom Johnson told Buzzfeed back in July that they are “attacking social media in a significant way.” Implementing new tactics into their Twitter, Facebook, Google+, and YouTube and the use of their new hashtag, 27 #AeroNow. Lastly, Aéropostale has not participated in any pop up shops.

Urban Outfitters CEO Dick Hayne founded Urban Outfitters in Philadelphia, PA in 1970. Their mission statement says “we stock our stores with what we love, calling on our – and our customer’s – interest in contemporary art, music and fashion. From men’s and women’s apparel and accessories to items for the apartment, we offer a lifestyle-specific shopping experience for the educated, urban-minded individual in the 18 to 30 year-old range.” According to the URBN company profile of Urban Outfitters, “Urban Outfitters operates more than 130 stores in the United States, Canada and Europe, all offering an eclectic mix of merchandise.” They sell their product from brick and mortar mall and free standing locations and their e-commerce platform, www.urbanoutfitters.com. They carry men’s and women’s apparel, accessories, footwear, beauty and home goods. Their net sales for 2014 were $328, 632 million which is a 10% decrease from their sales of $336,575 million in 2013. Urban Outfitters best advertising campaign has to do with their social media presence. Urban Outfitters is very well known on Instagram; they have a company-wide Instagram, but also allow their individual stores to have their own Instagram. UO is also present and in full swing on Pinterest, Facebook, Twitter, Tumblr, YouTube and Vimeo. Although Urban does not have a catalog at the moment, they are very well known for their online lookboks for men and women. Urban Outfitters as a whole has not done any type of pop up shop, but they will have local artist from the community do pop up shops within their stores.

For our target demographic, our shopper can find just about anything they could want at target, at a low price range, and it is all located in one shopping trip. Target is one of the top ten retailers in the US. Defining themselves as a now hypermarket, with groceries, apparel, electronics, and many more diverse products. They have given the mindset of a cheap but more stylish store.

For shoppers with extra money, students and young workers spend part of their budget on fixing their new home or apartment up. Homegoods is a discount store under the TJX companies Inc. They are able to sell products at lower prices than normal retail mark up would be, which appeals to those on a budget.

indirect competition Since our target consumer falls within the college student age range, they will most likely pick up a cup of coffee once, if not multiple times a week, since they are always on the go. Starbucks offers a rewards program, after 12 drinks you get one drink free and they offer several promotional offers in the process of earning your free drink. Students rely heavily on quality, but at a low price, which is what Starbucks offers. With technology constantly improving, our customer finds technological accessories just as important as fashion accessories. Best Buy is the number one retailer for electronics in the US, and the company offers help with technological issues.

target consumer

Savannah, GA has the highest population in 21-34 year-olds, which counts for a total of 24%. The target consumers are primarily college-level students and young professionals that are getting ready to start their careers. Our demographic will be targeted to both male and female. The upcoming professional who just graduated college, is currently employed in their career with a starting salary of at least $40,000. 33

Michael Age : 20 Income : $11k + family Allowance

Occupation:

Photography Student Lives : Savannah, GA Hobbies: Exploring new places, Shopping & running Shops: Urban Outfitters, Abercrombie & Fitch,

Amber Age : 23 Income : $13k +

family Allowance

Occupation:

Advertising Lives : Savannah, GA Hobbies:shopping, yoga, and social media Shops: Free People, Abercrombie & Fitch, an d Sephora 35

The NEw A&F

Prizm Segmentation

31401: • Boomtown Singles: These males and females are any age less than 55 years old that have a median household income of $41,371. The median age for this segmentation is 29 among a population of 22,461. They live in affordable housing and have abundant entrylevel jobs. They love being surrounded by a singles scene, while a part of the working-class. They are active professionals and open-minded social people. It is common for Boomtown Singles to live in apartment complexes, enjoy the bar scene, shop at convenience stores, and spend time at laundromats. They shop at Target, listen t self-improvement audio, read Black Enterprise, watch FX Network, and drive a Kia Forte. • Most of this segment is between the ages 21-34, live by themselves, and are of Caucasian ethnicity. Sales potential As our A&F location will take place in downtown Savannah, we will find our most moneymaking seasons to be Fall and Winter. The reason for this is that our target demographic of 18-24 year olds is mostly SCAD or Armstrong students. We will see a stronger presence of students in September when SCAD fully returns from summer break. We also forecast Winter to hold high potential because it is the holiday season and everyone is looking to give and receive gifts. Spring and Summer will be our slowest months as SCAD students will be away for summer break and busy with school during the spring. We will have occasional rushes when it comes to 4th of July and St. Patrick’s Day since those holidays bring large amounts of tourists into the downtown Savannah area.

estimating competition

Factors, Attractions, & resources Area attractions Downtown Savannah is known for its history and culture. A slow paced southern town that is haunted from centuries ago, makes it a destination for many. Also the well-kept historic district with age-old trees is commonly used as sets for movies. In the last thirty years, the establishment of Savannah College of Art and Design has brought in more restoration of the historic area, bringing in more artistic and creative events and people. During the months, Abercrombie and Fitch plan to open the following events will increase the foot traffic through out the downtown area: September 14- Savannah College of Art and Design begins quarter Last Week of October – Savannah Film Fest October 31- Halloween November 7- Rock and Roll Marathon Second Week of November- Savannah Food and Wine Festival November 13-14- Telfair Art Festival November 27- Black Friday

Human Resources Currently, the downtown area of Savannah, especially Broughton Street, is under renovation, in attempt to bring in more people and businesses. Due to this, many buildings are becoming available for rent as the area is being built up more. As far as finding employees, due to SCAD being an art school, the applications for employees looking for short term work would be higher. For our pop up shop, as far as staffing goes, we will have a total of 10 employees. On average the floor would have 1 person on cash register, 1 person in the fitting room, 1 floor supervisor and 1 person doing “go backs” from the fitting room and the cash-wrap area. This holds 4 people on the floor at a time, but making sure that there is another 4 people will help alternate these employees so that they are not working every single day. When it comes to the actual hiring process, we will try and maintain a staff that is well known to our target consumer. With that being said, we will hire mostly college students from the surrounding areas such as SCAD and Armstrong. By doing this, we will connect to the target consumer on a level that will promote brand awareness.

pedestrian traffic Broughton Street is the main shopping street in Savannnah, Ga. Because parking in the downtown are is limited and difficult to find, most people are walking in the downtown area. Increasing foot traffic instead of just driving by. Public Transportation The city of Savannah has public transportation drop-offs/pick up stations all the way down Broughton st. However, the public transportation is not regarded as particularly safe. Most of savannah opt to travel by walking, biking , driving, or taking taxis. Parking As mentioned before, the parking situation is difficult in downtown savannah. Monday-Friday is metered parking during business hours (8AM-5PM). However, Broughton St has two hour parking zones, which are free to park in for two hours, but they spots can be difficult to come by.

Design of pop up shop The Abercrombie and Fitch Pop-up Store introduces a new environment displaying classic styles and attitudes that relates to the customerâ&#x20AC;&#x2122;s lifestyle. The design of the store is more open for customers to explore and experience the new A&F brand position. The visual aesthetic of the design consists of aspects inspired from Abercrombieâ&#x20AC;&#x2122;s heritage that all began with an outdoor lifestyle. Combining adventure with a modern down-to-earth personality is portrayed through the ambiance. The pop of retail store is located in Downtown Historic area on Broughton Street of Savannah, Georgia. Broughton Street has constant traffic of students, tourists, and locals shopping at various places or dining at restaurants. The sidewalks facilitate the ongoing movement of these people on a daily basis. The store is 1,200 square feet with an angled front styled window. This allows for a semi-open back style window display that will spark A&F customers and create enticement for further exploration. Tree logs are placed in the window display that is a semi-open back design. The floor plan is organized on a free-flow layout in order to provide a welcoming space and enticing product placement. The presentation of product will be based on the vertical merchandising technique with shelving units down both sides of the already existing constructed wall. The building with the address 220 West Broughton Street is where the A&F Pop-up Store will be. This space is currently under reconstruction, which leaves flexibility for the installation concept. The outdoor, forest environment with natural greens and earth tones of neutrals inspires the color concept.

The elements of design are incorporated throughout the store design, which includes grain wood ceiling panels and dark gray color blocking with slatelike floorings. The threshold area is the decompression zone that is created as an element of surprise to our customer. The pop-up store is different from the old A&F stores, which included large poster images in the front entryway that was closed off from the rest of the store. The old A&F stores also had low lighting, loud music with heavily scented fragrance sprayed daily. The pop-up store embodies a more calm and earthy feel that is welcoming and inspiring. The store has warm, glowing light fixtures that complemented by a soft beat. The dressing room area is designed to accommodate all customers that may need space for wheelchairs or strollers. Local contractors will install custommade fixtures that are straight back and gondola style. They are made with piping thatâ&#x20AC;&#x2122;s attached to the wall as a base and added shelving. Outdoor themed colors and textures create a sense of visual appeal of nature. The A&F Pop-up Shop goal of the new design is to promote brand awareness of the company that is moving away from college prep and exclusive image. Employees will drive sales, as customers will appreciate the classic, freespirited look.

Product Plan Inspired by A & F roots, Abercrombie has found inspiration in natures and the outdoor, which motivates the customer to live enjoy outside. With that said, the camping lifestyle has evolved to one that is street worthy.

Communication & Promo plan

See Appendix Analysis 3.1-5.2

financial plan

KPI:

Key Performance Indicators give the A&F team a clear guide to the specific agendas of the pop-up shop. Measuring these KPI’s is important to assess our customer’s satisfaction of the newly rebranded Abercrombie and Fitch. 1. Brand Awareness: A&F measures how well their image is portrayed to customers through the amount of followers on their Facebook page and ‘likes’ on new product campaigns. 2. Sales: The team evaluates sales outcomes by weighing the number of transaction per day. This will indicate how well employees are driving sales. 3. ROI: The new product assortment will be promoted and sold on the A&F smartphone app, which gives the pop-up shop team a particular quantity of sales online.

conclusion

After researching and analyzing the process of opening a pop-up shop in Savannah, Georgia, we believe that this will be profitable to the Abercrombie and Fitch brand. Broadening and reshaping our product assortment and store design will be effective towards our new, older target market. Also, implementing new and innovative rebranding techniques will make this new channel for A&F a successful endeavor.

Works Cited "AEROPOSTALE, INC.Company Information." AEROPOSTALE, INC. Hoovers, n.d. Web. 6 Oct. 2014. "American Eagle Outfitters Inc." AEO Annual Income Statement. FactSet Research Systems Inc., n.d. Web. 6 Oct. 2014. "Diversity & Inclusion." Abercrombie & Fitch Careers. Abercrombie & Fitch, n.d. Web. 12 Nov. 2014. Duggan, Leeann. "Abercrombie Is Basically Ditching The Whole "Mean Girls" Thing." Refinery29. Refinery29, 10 June 2014. Web. 12 Nov. 2014. "Flagship Exclusives." Abercrombie & Fitch. N.p., n.d. Web. 12 Nov. 2014. "Investor Search." American Eagle. American Eagle Outfitters Inc., n.d. Web. 5 Nov. 2014. Jacobson, Morgan. "Ecommerce for Back-to-School Focused on Youth Spending Power." Ecommerce for Back-to-School Focused on Youth Spending Power. HubSpot, Inc., 30 July 2014. Web. 12 Nov. 2014. Maheshwari, Sapna. "Aeropostale Buys Up Twitter Ads To Tell Teens: "We've Changed"" BuzzFeed. BuzzFeed Staff, 29 July 2014. Web. 8 Oct. 2014. "Summary of AEROPOSTALE INC - Yahoo! Finance." Summary of AEROPOSTALE INC - Yahoo! Finance. Yahoo! ABC News Network, 8 Sept. 2014. Web. 10 Oct. 2014. "Urban Outfitters Profile." URBN INC : Urban Outfitters. N.p., n.d. Web. 16 Oct. 2014. "URBN INC : Investor Relations : NEWS RELEASE." URBN INC : Investor

Relations : NEWS RELEASE. N.p., n.d. Web. 16 Nov. 2014.

"Woolrich White Collection." By WOOLRICH® The Original Outdoor Clothing Company. Woolrich, n.d. Web. 12 Nov. 2014. "2014 PRIZM Segmentation System." Nielsen. The Nielsen Company, 2014. Web. 3 Nov. 2014.

Appendix

Analysis 1.1 Brand Identity: There are two brand identity matrices that reflect A&F as a product, symbol, person and organization. The first matrix displays characteristics that A&F originally portrayed and the second matrix includes factors from the company’s decision to rebrand and restructure. Originally, A&F used symbols, like a moose logo, provocative ads, black and white photos and American heritage designs. The brand sold casual sportswear apparel for men and women. Men’s products consisted of jeans, accessories, body care, and cologne. Women’s lines also offered jeans, swimwear, footwear, accessories, sleepwear, body care, and fragrances. The brand as a person could be described as privileged, preppy, All-American, confident, idolized, and respected. The brand was a publicly traded organization that internationally distributes and integrates a global supply chain. Today, A&F has promotes a realistic image of relaxed and downto-earth beauty. The company dropped the moose logo and kept the Abercrombie & Fitch text as their main symbol. The brand as a product maintains sportswear apparel for men and women, offering accessories, jeans, body care, fragrance and cologne. The brand as a person exudes soft, feminine, and romantic vibes. A&F is still publicly traded, distributes internationally and partners globally. Analysis 1.2 Current Positioning In Market: The price/accessibility matrix displays A&F’s position in the market compared to competitors. American Eagle has the most store locations worldwide, totaling 1,090. A&F has 1,006, Aéropostale hs 992 and Urban Outfitters has 511. As far as price, Express sells pricier items, such as jackets and suits. Urban Outfitters offers the second highest prices because of their wide range of brands. A&F’s price range is a little bit higher than American Eagle Outfitters.

Analysis 2.1

Analysis 2.2

Analysis 3.1

Analysis 3.2

Analysis 4.1

Analysis 4.2

Analysis 5.1

Analysis 5.2

Shaina Levin, Sara Spicer, Lily McMahon, Sydney Barnett REtail management | Fall 2014 Professor Alessandro Cannata Savannah College of art of design Savannah, georgia