Module Brief & Initial Research

You will develop an understanding of how to apply these skills and methodologies to a fashion brand, and will demonstrate this through creating a Brand Marketing Report, based on auditing their current positioning, whilst advising on what they could improve on, or change in order to re-establish the brand.

 You will choose from one of the following brands to base your marketing report on;
1. Topshop/Topman
2. Ben Sherman
3. Umbro
4. Victoria’s Secret
5. Abercrombie & Fitch 
6. Dolce and Gabanna

From looking into all 6 of the brands that were listed I had a few initial research collected to how the brands are in the current market. I have looked more deeply into three brands in more depth as these brands, which were Topshop/ Topman; Victoria's Secret and Abercrombie & Fitch. And here is what I found so far;

 - Topshop
-The brand uses the marketing strategy of politics to manipulate the consumers. They do actually use child labour, which is a fast fashion concept - not popular in today's market. They use social media to promote their products, which works well.

 -Victoria's Secret 
This brand represents body image and body confidence. They have campaigned about the 'perfect' body, but not all body shapes are represented (e.g. most models are size 0). They haven't changed much over the years. They are not doing well competitively for the main products they are selling (for example their fragrances are more popular than their bras with current consumers).

 - Abercrombie & Fitch
Researching this brand I have found different ways the brand is struggling, e.g how the previous CEO approached matters and his attitude towards the public, and how the brand is currently losing their identity and image, from the previous relaunch which has not been successful. Previously the brand has used sexuality and sexual images promote themselves, however, these ideas are not acceptable in advertising anymore.

 So far, the most interesting brand and the one I would like to research is Abercrombie and Fitch, due to how they are being represented in the market and how it is affecting their consumers. They have moved from being a highly successful brand to one that is struggling, in a matter of a few years. 

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