Brand Marketing Report Abercrombie & Fitch

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Brand Positioning Map

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Current brand position  The following show the first brand positioning map to one I have developed for the report, to fit the style.  Brand map positioning shows the current A&F within the competitive market, allowing the current position of the brand  to be seen in comparison to their competitors. The map shows the difference between the high/low price products and the high/low quality products. This shows what the consumers feel the brand is and knowing if there is a cheaper offer, it would be from low products with good quality. Even though within the market A&F would position themselves as a luxury casual brand, they have fallen into ‘high street’.
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Ethical And Environmental Issues Caused By Abercrombie & Fitch

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The dark and concealed secrets of fashion, Involving ethical and environmental matters. From the research I have found that Abercrombie & Fitch are not the innocent brand as they were telling people .  The brand in September 15 2017 were a part of a global appeal where they were addressing the matters of deforestation, in a way they would protect the trees by replacing the fabric/fibres like Visco and Rayon as t hey were exposed to the environmental risk and were wanting to change  (Ethan Nuss, 2017).  Nonetheless, in previous years, it was found that they had lied about their policy and adapting to the change. This did not appear to the public as a good healthy brand as they were not reliable or honest. They still stocked almost 300 items made from fabric made using the trees. This had many people protest until they were forced into taking action and were forced to follow the request of no longer using trees. (Ethan Nuss, 2017) In addition, ...
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PESTEL

PESTEL  POLITICAL  Controversies of labour issues, has an effect to the brand. This was a major political factor is it is not healthy for the workers in factories. A&F had also lied about how the workers were being treated and how the factory conditions are. This is affecting the legal registration of health and safety.  Another factor that was an effect was the brand sexualising everything because according to the ‘sex sells’. However the brand is changing, the public's perspective of the brand has not changed.  The brand has been more aware of social changes and changed perspective on how they operate, as they are now diverse and have shown to be embracing the changes within their campaigns. ECONOMICS  Changing in inflation from the international countries could affect the profit and sale prices, which could mean A&F chain issues.  Economical changes in countries with packaging/ shipping could cause problems for A&F to send. ...
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