Competitors Analysis

A&F is currently perceived as a high street brand rather than a ‘casual luxury’ brand. Causing a change within the competitors to more brands like Topshop, Zara, Urban Outfitters who customers compared the brand too. With the changes that have occurred A&F products are similar to what you buy in the high street, but feel overpriced for something with similar style. 

Comparatively, the revenue growth of A&F to its competitors shows an increase of 3 quarters by 0.24% year on, whereas the competitor’s growth is more by 3.55%, which means there is a sale appeal for A&F customers but not huge that makes them stand out (CSImarket.com, 2019). 

The total market segmentation is mainly contained by competitors (Zara, Jack, Will, Ralph Lauren, Tommy Hilfiger, gap and urban outfitters, etc.)  of 98.78% and A&F approximately 1.22%, this is also affecting their revenues by falling -8.18% (CSImarket.com, 2019). This is mainly due to A&F not marketing and the campaigns promoting the brand like Jack wills use of an external company to promote on Instagram which gained 3.38% more engagement. Causing consumers to be interested/spend or how Zara makes sure the new trendy arrivals are there before other competitors (Martinroll, 2018). This has been proven to be effective and has helped the competitor’s growth, but A&F has not shown campaigns in an advertisement/promoting way or done something unique as it is the same style but overpriced/boring. 


References

CSI market (2019) Abercrombie & Fitch competitor's profile. Retrieved from; https://csimarket.com/stocks/compet_glance.php?code=ANF 

CSImarket.com (2019), Abercrombie & Fitch market shears, retrieved from: https://csimarket.com/stocks/at_glance.php?code=ANF 

MartinRoll (Business&Brand leadership) (2018, march) The Secret of Zara’s Success: A Culture of Customer Co-creation. Retrieved from; https://martinroll.com/resources/articles/strategy/the-secret-of-zaras-success-a-culture-of-customer-co-creation/

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