Brand Marketing Report Abercrombie & Fitch

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Ethical And Environmental Issues Caused By Abercrombie & Fitch

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The dark and concealed secrets of fashion, Involving ethical and environmental matters. From the research I have found that Abercrombie & Fitch are not the innocent brand as they were telling people .  The brand in September 15 2017 were a part of a global appeal where they were addressing the matters of deforestation, in a way they would protect the trees by replacing the fabric/fibres like Visco and Rayon as t hey were exposed to the environmental risk and were wanting to change  (Ethan Nuss, 2017).  Nonetheless, in previous years, it was found that they had lied about their policy and adapting to the change. This did not appear to the public as a good healthy brand as they were not reliable or honest. They still stocked almost 300 items made from fabric made using the trees. This had many people protest until they were forced into taking action and were forced to follow the request of no longer using trees. (Ethan Nuss, 2017) In addition, ...
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Brand Positioning Map

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Current brand position  The following show the first brand positioning map to one I have developed for the report, to fit the style.  Brand map positioning shows the current A&F within the competitive market, allowing the current position of the brand  to be seen in comparison to their competitors. The map shows the difference between the high/low price products and the high/low quality products. This shows what the consumers feel the brand is and knowing if there is a cheaper offer, it would be from low products with good quality. Even though within the market A&F would position themselves as a luxury casual brand, they have fallen into ‘high street’.
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Social Media & Influencers Analysis

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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 ...
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