Fashion Marketing & Management 1

Political- Moral rights issues with A&F. So, styling/campaigning effects have to reflect back to the brand identity and be more consciously aware considering what’s right, to build reputation/image.  Action of UK following through with Brexit would cause impact with purchasing products for consumers and decisions of exporting and importing products and the costing .  Economical - Exchange rates may differ due to economical currency change; the brand already struggles with making sure the currency in Europe is correct. Currently an average consumer would save 40% more in America for purchases. Within the retailer growth industry, the growth revenue is 1.36 % but A&F is 0.6% and in the last 5 years is -3.43 % which means their current marketing has not helped the brand’s growth or sales.  Social-  Looking at the social demographic A&F are currently they need to be more aware of the spending habits of these consumers as the students they are targeting will be aw

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. SOCIAL  The changes of

Within the current market social media is consuming the  majority of the consumers’ engagement, making it critical for a brand to use it correctly. As Facebook is dominating the global market with nearly 2 billion active users followed by YouTube and Instagram with 1 billion. This shows it would be beneficial for A&F to use Social media as it can make a brand more engaged with an average consumer and accesses new customers. However, they are currently not using it to their advantage and have not gained the right attention for the brand image . Abercrombie and Fitch have a multiple method if social media, e.g I nstagram , twitter and Facebook. But from analysing these platforms I have seen it has not been used to the potential they could have. Starting with Instagram, where their competitors are taking advantage of gaining new audience Abercrombie and Fitch are losing more customers. As social media is a key in new generations as well as fashion as it could be used in methods of p

SWOT STRENGTHS A&F is a popular brand, which is known globally, allowing them to make use of different customers in international markets. To gain attention and a clearer target consumer.  Currently they have 843 stores in the US and 186 international stores within all 3 brands.   They have the unique store design of darkroom and music which majority of customers like, as it is something they cannot experience in other stores.  Caring about an experience, for the brand music was a key atmosphere, which they carried on for customers who want to shop from the app. They have created a feature which is not seen in any competitors branding app. It's a way of setting them different to others.   The use of loyalty cards, which helps create loyalty for customers in brand, from the consumer feedback, teen liked the ideas about club Callie. They can use this as an expansion and promote it more. Gaining loyalty will be key as more customers are likely to spend.  Have a strong s

Competitors Customers Interviews   While being in Meadowhall for primary research I knew able to see what customers how the brand Hollister and Abercrombie & Fitch were able to tell me what shops they think the competitors are. Which allowed me to follow further research, to see what opinions customers of competitors' stores thought. These interviews were taken in the same day of Thursday 27th December 2018.  H&M  Short information collected for the brand:  The audience is female, 18-26 average. Sales going on were 30%-70%, with all ranges of clothing/ accessories. It's mainly looking for high street clothing for a low price.  Female student, 19  - Thoughts   The style is based on comfortable jumpers, that have a wide range of clothing and are easy to style. Are able to gain a combination of colours and have the design unique but simple sometimes. But when shopping it is important to be able to find clothing on hangers easily. As H&M/ Hollister

From gaining some information about what customers thought about Hollister at Meadowhall. I asked the Staff some questions and opinions about both brands as they work for the company. For some of the questions they ignored what was asked and just repeated the word inconclusive, in a sentence as a method of ignoring the question.  - Store manager Worked there for 4 years in the position, but over all 8 years in total.  The changes brought to the company is huge, as the how brands involved have become more improved and well rounded, from previous controversies. It's more inconclusive. The whole development has changed from the past.   It's more of a fashion based company, following more trends that are out there, which is gaining more attention for Hollister, Not much for A&F. The main competitors are, Zara, H&M, Urban Outfitters And Topshop. (More fast fashion in trend, based).  The use of the influencers has worked more and has been much more of success whe

The following are a questioning was asked by customers who had shopped at  Hollister in Meadowhall. Counting the opinions as to the brand to gain information and say suggestions they have to the A&F company.  The questions asked were: 1. What is your reason for buying?  2. Any thoughts/ opinion if the store? What they may like or dislike of the store? 3. What likes and dislike they may have when shopping in a branded store?  4. Who they feel the competitors are?  Answers: - Male,  22, Student   Just looking around to see if there is anything interesting A Hollister store there is not much to say, the atmosphere is different and unique. The vibe of the store is similar to Abercrombie & Fitch. And especially likes the smell of the spray as it stands out. (Thought A&F was a comply different brand)  Hates shopping in a store that not organised, like some parts of Hollister, plus it feels cramped.  Jack Wills, Topman, A&F - Female,  18, stude

Due to me not being able to go to Abercrombie & Fitch store an observation, experiment was taken in Hollister, the A&F umbrella brand. There are observation of the store on the customer, as well as the style/ design of the store and images taken.  Hollister On the Thursday 27th December 2018. For 1 hour, around 4:30- 5:30 Sales were offered for both male and female sides. From 40%-60%. Items that appear to look like they were popular and customers were buying were, Girls - jackets, jumpers, crop tops and trousers. Boys- t-shirts and jeans, jumpers  The store looked busy and packed, there were less ares to walk around. 60 individual women enter the store and 47 had taken a purchases where as 40 males had entered the store and 15 had taken a purchases. This is also shown as different age group people were taking purchases. On the Thursday 3rd January 2019. For 30 minuets from 12:30-1:00  Sales were still showing more 50% offered where available. Some sales