Conclusion

S W- Clear brand identity - Clear target group / niche - Relatively low price point, fits the target group. - Accessibility in terms of stores - Wide size range, wide in store avai lability of products - Good discounts, vary from 25% to 75% - Fast online delivery - Good Social Media presence. (rele trengths eaknesses - No clear brand strategy - No clear values, mission and vision - Brands name is very limiting - Even considering their attempt at sustainability they use a lot of mixed fabrics - Promote consumerism in their website main page - Small collection width vant for their target group) - Other brands already sell American brands in the nl - Lower price competitorsO Tpportunities - Take advantage of business model of selling other brands, and start selling limited editions, niche brands. hreats - Diversify their market research (by - European perception of America is not diversifying the type of campuses appealing as it used to be they visit) - Political situation in the US can have - Focus more on community, helloing direct impact on the brand events etc - Awareness of fast fashion could - For tomorrow collection focusing on decrease audience and sales sustainability - Target group doesn’t have a - Expand vintage section, the market great disposable income therefore for it is growing forced to keep prices low- Not only selling product but also - Initial brand strategy is outdated due experiences, for example cafes to globalisation instore. Community events,...

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Conclusion Conclusion

To what extent does the chosen brand remain true to its mission statement?

America Today know who they are, who they want to be and who they want to sell to. They price and discount their products well for their target group and made the brand easily accessible, both financially and geographically for their desired demographic. They appropriately use social media marketing and the use of influencers in order to attract the attention of their youthful consumers. They are fairly inclusive in their size ranges and delivery times are extremely efficient. It is clear that the brand has a distinct idea of what they want to emulate, that being making the American college dream into a GLOBAL reality. Although, it seems that the brand may have lost sight on how to achieve this goal. They no longer have any clear brand strategy. Their original USP is no longer valid, as many other brands in the Netherlands are now able to offer the same/similar American products. Their values are all fairly vague and cliché, the brands actions don’t match up with these values. For example, they state that they’re unique but they have no distinctive characteristics, both in their brand and in their collections. As a team however, we believe that there are many opportunities in which the brand can flourish. If America Today were to modernize their original business model to adapt to the current market they would once again be able to gain a competitive edge over rival brands which sell American garments. In this altered model, America today would sell more niche American brands, creating a new sense of brand exclusivity. We also believe that using limited edition collections from America Todays current partnering brands, which are sold exclusively to AT, would add a greater depth to consumer loyalty. As they are now, once again, able to offer something that no other brand in the Netherlands can. The brand also has an opportunity to show that they really are unique. Their website mentions the use of American campus visits twice a year to gain market research for their collections. We feel that their current collections are a bit repetitive and perhaps this is because they need to diversify the campuses they are visiting in order to gain a wider understanding of what the typical student looks like today. This way they can utilize this information to create a more individual, unique future collection. We also think it’s important to bring back the sense of community into the brand, as the brand thrives off a varsity like-energy. We believe the brand can achieve this by creating PR events and perhaps incorporate a kind of café/bar into their stores where like-minded customers can come together and share their love of the American dream. We believe that if America Today are to utilize these opportunities effectively they can continue to give life to their brand and its authentic vision.