SWOT

SWOT

STRENGTHS

1. 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.  
2. 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. 
3. 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.  
4. 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. 
5. Have a strong social media presents, constantly using it to communicate, posting 3 times a day.
6. A strong communication for customers how may have a problem, allowing them to communicate through the app, live chats and emails, where all responses would be answered within the day. 
7. A strong campaign advert, showing the clear target audience and using diversity, allowing the to create a new public perception. 

WEAKNESSES

1. There are a numerous controversies which as affected the business, allowing consumer perception of the brand to change causing sale prices to be affected. Also affecting the reputation within society as there is more awareness of social acceptance. 
2. The reputation is mainly known of sexualising everything within the brand, and has not been effective of changing peoples first thoughts about the brand.
3. Have used Hollister as extra help for the brand, causing them to have similar demographic as Hollister, due to showing similar characteristics for branding ideas. So they need to be more clear in their consumer demographic is college/ university students (18-25). As in the present it A&F is more viewed as an outdated brand from consumers. 
4. The products are currently over prices and similar to fast fashion market, meaning their target audience would more likely to buy cheaper clothing, 
5. Having a clear logo. As A&F currently use many different styles, its confusing which belongs to the brand. It's a problem as multiple logos means the brand identity and reputation may not be the same through customers. And it looses the original meaning of the brand. 
6. A&F are an international brand, where they can make use of the new market but they currently aren't doing it well. 
7. Social media is being making it strength, but it's not being used effectively. As using it to be gained attention and publicity is what would be effective. Currently, each image post is similar around their account, making it boring all around. It's also only showing ascetics, not what the brand can offer to the audience.

OPPORTUNITIES

1. To carry on using diversity on their campaigns, but spread that around social media, showing the new perception of the brand image, rather and uploading the came content all around Facebook, Twitter, Instagram etc. 
2. An opportunity to expand into a new market. As A&F  original history comes from outdoor gear up until it became a high street fashion. This could be combined to create outdoors high street, fashion, where it's stylish trendy clothes for camping. It's currently not in the market so A&F can be more involved. This allows them to be more separated from the past, building into a new market, allowing a new reputation and brand image. 
3. Getting involved and increase more support to the #A&F_Lifestyle by supporting more health lifestyle, fashion and promoting it more. Based on the target audience. 
4. To support the new market idea collaborations to those influences who have an impact in the market and try sponsorships because the more enforcement they have the more public awareness of the brand will build. 
5. Promoting the brand from the new market in sight, spreading the creative side of the brand and showing what the brand stood for before all of the controversy.  
6. To try franchising the brand to try an increase online sales by using ASOS clothing to get more word about the brand out. But giving a sample of new items that separate the brand from others.

THREATS

1. A change in trend, currently A&F are trying to follow what is in stores trend that consumers like, but are doing it too late there for the competitors are achieving in a higher rate. 
2. A new market means new competitors as well as old. A&F would have to make sure to stick with the branding/ marketing ideas. This new idea will mean they would be developing competitors from the outdoors wear market.
3. Replication of the new branding idea can appear, where it would spread more into the market, meaning the idea would be stolen and copied. 
4. Depending on the new strategies, this could fail, but it all depends on marketing and how A&F changes the thought from the controversies and how promoting in the market work, plus it is an overnight thing so it would take time.