PESTEL

PESTEL 

POLITICAL 

1. 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. 
2. 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. 
3. 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 

1. Changing in inflation from the international countries could affect the profit and sale prices, which could mean A&F chain issues. 
2. Economical changes in countries with packaging/ shipping could cause problems for A&F to send.

SOCIAL 

1. The changes of target market again, meaning their views would change. Therefore, problems with deciding if what the current market would like the products or if the marketing is working. 
2. The spending habits of people change, so for targeting students are one of the hardest markets within the price. As A&F is selling products at £40-£80 range of tops/jumpers. It is not what a student would buy as the price is too high, so they would just go to competitors. 
3. As people are changing the effect on promoting ‘sex’ had parents stop the children from buying from the brand. This was/ still is a major effect as parents, religious people a child cannot buy due to provocative. 
4. Their new campaign shows society's recent thoughts about how everyone is equal and should be treated, they should show this more on social media to change the old position of the brand in a new friendly branding reflecting back to the teens.

TECHNOLOGY 

1. Methods of using technology could help with less money changes within the chain, to make less steps, so costing is a lot more. E.g gets a simple and quick transportation, so it's cost effective. 
2. Social expansion, use of social media to gain new attention this would get better development for A&F. 
3. Uses of iPads in-store, this is to make it simpler for staff to find clothing online if a customer wants in their size and cannot find, then the iPad would be more useful. Due to being quick and efficient. 

ENVIRONMENTAL 

1. The Current use of the denim jeans has an effect to the environment, so as a change the jeans that do not sell they could reuse it to make it more sustainable, and efficient as there would be less waste. This could be used for other clothing they could just recycle fabric and reuses as it's not always been sold, so instead of sales they can change the design or remake.
2. A&F have a sustainability event held for a week, where they would educate people on what changes to make and to pass any waste to recycle. This is one of the changes they began to develop after the backlash and since have cared. 

LEGAL

1. Discrimination rules were found against the brand and they have had to deal with law suits, so since  then they would have to be careful in what they are showing and therefore  they were changed in law suites. But since then they have tried to change, with following campaigns. 
2. Following legislation and have to prove that. In the past it was not the best, so there for to change they should follow. By making sure labour laws are being followed to show reports on health and safety, which is not being a lie.