Formative Feedback Presentation

Speech and Notes

Pitch your research on your chooses brand and your future recommendations: 

·     Explain why the brand is interesting for your marketing report

·     Justify their current position in the market, whilst looking at their history 

·     Summarizes the findings/ methodologies of your research 

·     Present recommendations for future strategy for the brand  

Include at least 3 individual elements that you have found to be interesting of the particular interest for outhe outcome

Why interesting? 

·     The brand was different in the market in the past from how it stood out but had fallen since then. I haven’t heard of the brand again until it was brought up in the module, and from initial research it was the most interesting one to follow through. 

·     Despite the past controversies of what has happened to the brand I was interesting to see how they have developed, as the past CEO was unpleasant and controversial giving a bad reputation from the brand, and to see how they changed from their interesting/ smart marketing of ‘sex sells’ and how the changes have affected the business. Also looking into how they are currently in the fashion market and how they have the major effect.  

Current brand positioning/ History 

 Started in 1892 by David Abercrombie, and originally marketed as an outdoors retailer selling, camping, fishing and hiking gear in US

1904 became Abercrombie and fitch by joining a partnership with Erick Fitch 

Over the years the company had expanded within the years internationally and has developed brands within such as Hollister.

o  Within the current market demographic, the brand is being seen as a high street fashion brand-but is overpriced. Has currently loosed the brand identity sue to many logos to see proper recognitions and brand reputation is doing poorly. The brand has also lost consumers due to not knowing what the brand are up to. 

o  Hollister is the brand that is now being seen as a competitor which could be a marketing strategy, but it is being seen as bad for the company. As well as losing the brands value to consumers. 

 Research and methodologies 

o  Primary research 

§ Carried out online surveys 

Þ  This shows the people thoughts if the brand, as overprice, out dated and too posh but causal fashion 

§ Customers at Hollister

Þ  Knew about the brand and though it was a competitor

Þ  Liked the atmospheres of shopping 

Þ  Feels products are overpriced when their alternatives. 

§ Staff

Þ  ‘inconclusive’ was over used 

Þ  Some of the collaborations for Hollister did not see well 

Þ  Company is changing from luxury casual to becoming high street fashion competing with Zara, Topshop and H&M etc. 

o  Secondary research 

Þ  SWOT, research allowed back up the see how people thoughts and how the brand is really doing. The Overall the brand could start fresh and become something unique in the market. 

Þ  PESTEL, allowed to see any future external and internal factors that could affect the brand an see how the past can still cause problems

Future strategy’s 

Þ  Because they have Hollister as a brand which is successful in the high street fashion market- my idea is to go back to the historical roots of the brand/ company and become a high street fashion brand, which could still be aimed at college and university students, but more inconclusive as its more body image awareness and encourages different sizes and swell as engaging with the market that is there bet being different. 

Þ  Products would include clothing that is durable, practical but stylish- idea for simple outdoors Sports and activities.