Propose recommendations

-New branding idea 

The proposed idea for Abercrombie & Fitch is to change the current market and make it into an outdoors high street fashion market. This is because the company already has two brands in the same market, and Hollister is taking the majority (53.4%) of the total revenue of the company out of the three company brands (2019, CSI Market). The brand can challenge the new growing market gaining new consumers and keeping the old. 

Currently the growth of outdoors clothing is 2.8 billion Euros and is rising yearly by 4.2% (2017, Gunnar James).  As a growing market A&F would have to stand out within this.  Therefore A&F would tackle the growth of the market through a new concept by combining outdoors fashion and the promotion of good mental health. They would promote it through escapism in the real world to enjoy adventure, and also through the A&F fashion range. The brand would also be more aware of body sizes, promoting body confidence so it makes consumers feel comfortable with themselves. 

Through this new marketing, consumers would be changing. The aim would be to gain 18-24-year olds, adventurers and anyone who likes outdoors as well as plus size people (2018, Statistica). This is based on who the popular consumers are and trying to target the correct audience by encouraging the current demographic to go more outdoors and enjoy the time with a social detox. This demonstrates to consumers a healthy lifestyle and 66% of people thought outdoor activities provide a healthier lifestyle and is easier to commit to (Outdoors Industry Association, n.d.). 

By making this change the brand will develop new competitors. However, the approach that A&F will take would make the brand different to other outdoor brands. By focussing on positivity and sharing stories from body awareness will make the brand interesting. It also allows consumers to see the brand had made a mistake in the past but believes in changes. The outdoor clothes that the company will produce will be trendy and fashionable, so should appeal to the younger demographic.

- Social media 

As the brand’s current social media is not as engaging as its current competitors, the new marketing idea could allow more development. It would use each platform differently providing new content for each. For example, it could use YouTube as a behind the scenes view of what goes into the brand and development, making consumers feel like they are a part of the process and a community. Instagram could be used to promote stories about the consumers that could be encouraging or just adventures within the A&F community. This would show the audience that the brand cares about what the consumers think, it also allows A&F to have greater publicity. Also, instead of using Twitter just to share photographs, it could become a method of promoting A&F’s new concepts, giving sneak peaks and hashtags to gain engagement. Facebook can be used a strategy to enhance the fashion of the brand, showing latest news of what’s to come and gaining online sales, as 40% of people say they discover fashion thorough Facebook (2018, Criteo). 

Each of these can also be used to show adverts (like Hollister currently). This is something which gains attention for certain customers when browsing their feed and can encourage around 20% more support for campaigns than other methods, and can reach new consumer demographics (Christian Newberry, 2018). 

- Influences 
Ashley Graham is a plus size model with 8.3million Instagram followers. She was one of the first plus size models for swimsuits, and a supporter of women empowerment. She could be influential in supporting the changes A&F will make, sharing her stories about the struggles she had and her new lifestyle changes.

Louise Green is a plus size outdoor fitness influencer, who has 41.4 thousand Instagram followers. Currently she shares about her journey showing it is fun to be plus size and fit by promoting outdoor fitness. 

SheMightBe is an online plus size community with 2.4 thousand likes on Facebook and 2,216 Instagram followers.  The blog started with Georgina Gorgan, who was inspired to make the community to share stories with other plus size people. The blog has over 600 articles and 70+ writers, sharing about health, fitness, and mental health (Shemightbe). Establishing a relationship between A&F and SheMightBe would be beneficial as it allows them to connect to share their story and work together to gain more promotion. In the future there may be an opportunity for a collaboration.

The Planet D is a team of David and Deb, who have become influencers through sharing their adventures of travelling outdoors on their blog. A&F could sponsor them to try their outdoor clothing and gain a response back, as it is an adventurous community. 

A&F could follow and encourage big and small influencers, to gain a variety of communities, showing support of lifestyle changes and sharing stories with consumers. This would enable them to gain more interest in healthy lifestyles and good mental health. 


-New product idea 

These are a few ideas of what products would be featured to convince consumers that A&F products are practical, durable and stylish. These features are important within outdoors wear and was voiced by the majority of consumers involved in the research. ‘There is no trendy clothes for outdoors wear but the products are long-lasting and great quality’ (Participant in focus group, 2018). “The idea of having plus sizes that is not just up to size 16 or 22” (Meara, 2017) would make the brand unique as it is a struggle for women to find the right size and be confident. It would help people mentally and physically though outdoors activities. Following this, the brand can expand their collection and create new ideas. This is just a quick idea development for A&F. 

The logo is recommended to stay with the latest rebranding. This is because the more changes/development a brand has, the more confusing it is for consumers. This will help with the consistency of brand identity and image. 


References; 

Gunnar James (2017, June 19th), Outdoor sector shows good performance: “there is a high growth”.  Retrieved from: https://www.ispo.com/en/markets/id_79708040/good-figures-for-the-outdoor-sector-high-growth-.html

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

Statistica (2018 December), Sports & Outdoors. Retrieved from:  https://www.statista.com/outlook/259/100/sports-outdoor/worldwide#market-revenue

Outdoors industry association (date not detected) 2020 forecasting report. Retrieved from: https://outdoorindustry.org/wp-content/uploads/2016/08/ConsumerVue-Forecasting_final_2.pdf

Criteo (2018, May 24) Facebook strategies for fashion and beauty brands. Retrieved from: https://www.criteo.com/insights/top-facebook-marketing-strategies/

Christina Newberry (2018, June 11th), Social media advertising how to get most out of your budget retrieved from: https://blog.hootsuite.com/social-media-advertising/

Ashely graham- https://www.instagram.com/ashleygraham/

Louise green influencer- https://www.instagram.com/louisegreen_bigfitgirl/

SheMightBe.com, she might be an online plus size fashion community, http://shemightbe.co.uk

The Planet D- https://theplanetd.com

Rhian Meara (2017, March 9th) Plus size outdoors wear. Retrieved from: http://shemightbe.co.uk/plus-size-outdoor-wear/



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