Product Life Cycle

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 the company due to the majority of sales comes from Hollister.  Hollister has changed to follow the high street market, making both in the competition, but A&F is not achieving the right level or enough engagement. There are not enough products selling, for A&F and the campaigns are not gaining attention, as there are alternatives for cheaper options for consumer causing A&F to stay in the declining phase. 

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