Group Forums

Focus group participants 2018  

Introduction and quick questions about the opinion of Abercrombie & Fitch. Then there are group opinions and discussion of what they think about the brand and new proposed ideas. 

Dawn: 48; Female;

Occupation: operator and a nurse

Locations shopped; London, Sheffield, Barnsley, Manchester. 

Store: High street shops like river island or oasis. 

Opinion; She has bought lifestyle home wear collection. Has though the brand had good design and quality material as the blanket and basket. Jumpers aren’t something her style, but the clothing were for a younger audience. 

Expected when shopping: A good customer experience, and bargains that are worth what the brand is selling. 

Extra; thinks shopping should be easy, great experiences is key and having long lasting quality products are what keeps here re buying. 

Callum Robb: 45, Male 

Occupation: Business firm

Locations shopped; London, Leeds, Manchester

Store: Lacoste, Ted Baker, Armani and Jack Wills 

Opinion; likes to buy hoodies and sweats, has brought from A&F before but is something he would avoid now as the quality is similar to Jack Wills, but is more expensive. Also have a feeling of being too tacky on the feeling and look wise. Tried online shopping for A&F and website was not great to look through. 

Expected when shopping; finding a rand of clothing that have good quality.

Extra; have been a loyal customer to the following shops listed due to not liking many changes, and the stores have kept him in to the idea of re buying. Important od key experience in-store and online. 

Kristy Ronaldson, 39, Female 

Occupation; Taxi operator 

Locations shopped; Rotherham, Sheffield, London

Stores; River Island, H&M, French Connection(rear), New Look 

Opinions; the products are really standard, don’t have much character and is a simple as a plain hoodie where your able to buy it for a cheaper price in H&M for £19.99. the standers don’t last for the high street clothing I go for. 

Expected when shopping; looking for clothing with a range of styles easier, looking at latest trends in store quickly 

Extra; hates shopping with unorganised layout stores, sizing is hard to find with correct fitting clothing. 

Rachel Robert, 26, Female 

Occupation; Employed,  

Locations shopped; Sheffield/ Manchester 

Stores; Hollister, H&M, Topshop, Zara, New Look & Urban Outfitters. 

Opinions; A&F have achieved nice products but is it something I would not buy as there are alternative options that would already be in-stores. Have seen Hollister clothing having the same product for cheaper than A&F. looks for brands with strong identity for something to be seen to the public an having seen the products. Having a good reputation, being aware of society and careful. 

Expected when shopping; quality products, nice style, good online and in-store experiences and easy online accesses. 

Extra; careful with brands like A&F pervious statements has stopped her from buying many items. But is like everyone with following trends

Jacob Willison 22, Male

Occupation; student/ part time

Locations shopped; Sheffield, London 

Stores; Top Man, JD, USC, Jack Wills,

Opinions; Jack Wills have a similar style and therefore is a cheaper alternative. The brand was what I would go for my sisters, I personally did and still don’t like the feeling of their shirtless guys. 

Expected when shopping; stores having a range of male clothing, not just colours but sizes and style, as wells following male trends, showing an interest. 

Extra; looks for stylish clothing but within budget, only rear to treat himself as it matters on pricing. 

New concept idea: (group discussion);

Overall the stores in the UK are enough, feels as if the stores main target audiences are in the US therefore not gaining enough purchases. Not really heard of in the UK as they didn’t even know if there as a store available, and online it’s just too much effort for a website that is not simple of usage. In addition, Hollister is part of the brand is more popular with children (teens). Family go there to buy clothing and have purchased many from wanting many.  

There are no trendy clothes for outdoors wear but the products are long-lasting and great quality. Having the idea of outdoor clothing appeals to me. It’s a good idea to do and is applying, children would love to go and having to go with family would be fun. Looking at the high street outdoor clothing isn’t available in many stores but using this to the advantage would be good. Liking to concept of using plus size clothing because it is hard to find within stores.