Fashion Marketing & Management 1

The company analysis would discuss the financial status of the whole company of Abercrombie and Fitch, this would include all brands within the company. This has not involved Hollister as the brand has been gaining an increase within the market and is currently doing well and better with increase of profits, sales and stocks.  Company financial analysis  The current stock levels of Abercrombie & Fitch have recently decreased by $20.98, -1.41%, which is the current status of 2019, and the highest was $21.52 an increase 2.94% which happened on the 10 th  Of February (Investors Network, 20 th February 2019). The stock levels allow to see the performance within the company for the shareholders. This also shows within the current trading the company is facing low stock trade since 2019. These showing investors, they won’t be gaining any money, compared with the average competitor earning 1.1% more. As for the brand their share prices are similar as they would not ...

Threats Of New Entrants   As Abercrombie & Fitch is in the current high street market there are a lot of threats. As the brand is currently doing low with investments and expenses with trade. Other competitors are taking over, with product and pricing. The brand loyalty is high within its current market, as new trends appear fast to cause people wanting to buy cheap clothes quickly.  Tackling the treats could be by the brand being more innovative for new marketing, allowing new and old consumers to be more interested allowing an idea of the brand to separate from competitors. Also lowering the pricing scale and building an economy of scale which can lower price units.  Threats Of Substitution Products There is a high threat of substitution as the brand has lost its values within the US market and internationally, and with the increase of the market it causes issues and impact to A&F. As goods are easily accessible for consumers, as the brand’...

The following show the initial ideas used. From the beginnings of how I would come up with the idea and what I could look into. These were notes I used to research more into and ideas I came up with through out the resort. To the final outcome of Outdoors Fahion brand.  

The following are layout development throughout this module. Showing the ideas changing, due to making sure the whole report is continuous, with the layout as it's important. The layout is different from the current and recommended brand because it was important to show and view the idea I have come up with. Allowing the purpose to stand out differently and have a completely different identity. The final report outcome was based off of the brand website as it is one of the more clear identity, as a website is personal to a brand showing visually what the brand would feel like. Also, following the theme of their title page showing the font they use to being in the brand image.  As the front and back cover are similar for the first draft. This was going to be the final, however it was not something to stick with as it looks more like a zine than a report. Therefore, it was chosen to have the SS18 collection look book as a representation of the new branding of...

Circular economic is a system that allows a more sustainable recourse method for a company or brand. Focusing on the economy waste system of products or materials and methods of minimising it within in manufacturing production or other ways of keeping sustainable such as re-designing, re-use repair or for the user’s methods.  As for Abercrombie & Fitch, their circular economic model within in stores is allowed to reduce waste sent to landfills. As in 2016, the women’s Renew Jeans was made from 24% polyester and 5 bottles of plastic per garment, these were sold within the stores, allowing the brand to start leading to a more sustainable route. Within the company there was a change towards the packaging in using recycled material, for Hollister 100% paper and 100% post-consumer recycled material. For A&F it was 100% recycled paper and 80% post-consumer recycled material. As of the home office and distribution centre for Abercrombie & Fitch, is to recycle all ca...

As seen the impact of fashion has changed and developed more than before. A business is more aware of society changes and the impact it has on their consumer’s needs. This has also changed how the consumers have changed from buying anything and being sold to advertise to more conscious of what they buy causing them to be more demanding and have an awareness.  This has improved many methods of clothing productions as many liked to have more ethical and sustainable clothing, which have a less impact on the environment. Chasing the fashion market to develop ways to encourage consumers to buy, but to make sure their needs is fulfilled. This is by reusing of waste fabric recycles, to craft design clothing to make a new clothing and to design long lasting products that would be made through more sustainable material (Future learn , 2018). Causing an area of fashion to be more ‘Eco-Fashion’.  Fashion has also developed to fight more against animal cruelty, using products th...

Brand Equity is a term that discusses the values of a brand, which detains the perception of the brands identity and perception in the public eyes.  A successful Brand Equity allows a brand to grow within the market, numbers of customers and company’s stock prices.  In addition, the brand equity for Abercrombie & Fitch has been falling over the years because of the controversies that have occurred. This has also caused A&F to lose a lot of loyal customers and not maintain engagement. The re-branding was developed to increase brand character and bring a new meaning to A&F. This was supposed to change the perspective of A&F’s identity/reputation by inviting a wider audience, through a range of awareness showing equality for both fashion and consumer expectations. The current awareness of A&F is based on the social media, campaigns, billboards, T.V commercials. These are methods used by the brand to change the perception since the controversies. ...

As a company the product lifecycle is currently at the growth stage, due to Hollister making progress and pushing sales.  However, as a brand A&F is on the declining stage, where it has hit the highest point in the market and is not doing as well as competitors. This could be due to the products being similar and not having the style/price for the right consumer demographic, therefore A&F would need to develop something different. In addition, this could be due to the changes to the re-branding. As it changes the opinion of their customers, as researching about the brand, and acknowledging the changes are not clear in public eyes, as it has not been any different from the competitors. Currently, A&F style and service/ identity is copying or similar to the competitors. Which is causing the sales and company growth low. Whereas Hollister, has been proven to be successful, carrying the majority of the market share Abercrombie owns. As it is in the growth stage of th...

Visual interpreting of websites, and social media, showing the current website compared to the proposed and the proposed social media. Creating each account showing different visual interruptions that could follow through.    

The following are sketches to show a visual interpretation of the image I see through the proposed strategy. Allowing a clear understanding of the current outdoor market and making a unique but related to A&F branding of the products. Also showing a range of sizing. 

Alphabetical Order:  References: 123HELPME, (2018), Use of Sexuality in Abercrombie and Fitch Advertising retrieved from: https://www.123helpme.com/use-of-sexuality-in-abercrombie-and-fitch-advertising-view.asp?id=167797#continued Abutaweeleh . L,. & Khlefai. T . (N.D.)  Fitch off- stop the abuse, LEDC-Philippines. Retrieved from; http://abercrombieandfilth.weebly.com/ledc---philippines.html Alexandra (2019, February 13) Instagram Trends 2019 (statistics, facts and strategies) Retrieved from;  https://thepreviewapp.com/instagram-trends-2019/ Abercrombie & Fitch (last visited on 2019, January 1st) Our stories, sustainability, retrieved from; http://corporate.abercrombie.com/af-cares/sustainability/environmental/our-stories SWOT  Abercrombie & Fitch Facebook (last visited on 2019 January 30 th ) Retrieved from; https://www.facebook.com/abercrombieofficial Abercrombie & Fitch Instagram (last visited on 2019 January 3...

Social Media and Marketing Mix. Some of the images are taken to show the brand's current campaigns from when starting the project and shows clips of current social media. Looking at their accounts seeing Facebook has, the more following, but Instagram has a little bit more engagement from active users, which are contained by visuals from their social media. As well as products, there is a range such as clothing, but their fierce perfume which is main for them to campaign. The images of clothing represent the average style and look Abercrombie & Fitch generally style (also taken from Instagram and has been repeated in similar content but different clothing used). Images of new prototype stores which is on the Instagram image and shown clear images of places like the front of app design and layout for the website. Showing the discounts as promotions and advertisement showing a classic Abercrombie & Fitch look and style.  Abercrombie & Fitch are aiming for. Allowi...