Fashion Marketing & Management 1

The following show the initial ideas used. From the beginnings of how I would come up with the idea and what I could look into. These were notes I used to research more into and ideas I came up with through out the resort. To the final outcome of Outdoors Fahion brand.  

As seen the impact of fashion has changed and developed more than before. A business is more aware of society changes and the impact it has on their consumer’s needs. This has also changed how the consumers have changed from buying anything and being sold to advertise to more conscious of what they buy causing them to be more demanding and have an awareness.  This has improved many methods of clothing productions as many liked to have more ethical and sustainable clothing, which have a less impact on the environment. Chasing the fashion market to develop ways to encourage consumers to buy, but to make sure their needs is fulfilled. This is by reusing of waste fabric recycles, to craft design clothing to make a new clothing and to design long lasting products that would be made through more sustainable material (Future learn , 2018). Causing an area of fashion to be more ‘Eco-Fashion’.  Fashion has also developed to fight more against animal cruelty, using products th...

Brand Equity is a term that discusses the values of a brand, which detains the perception of the brands identity and perception in the public eyes.  A successful Brand Equity allows a brand to grow within the market, numbers of customers and company’s stock prices.  In addition, the brand equity for Abercrombie & Fitch has been falling over the years because of the controversies that have occurred. This has also caused A&F to lose a lot of loyal customers and not maintain engagement. The re-branding was developed to increase brand character and bring a new meaning to A&F. This was supposed to change the perspective of A&F’s identity/reputation by inviting a wider audience, through a range of awareness showing equality for both fashion and consumer expectations. The current awareness of A&F is based on the social media, campaigns, billboards, T.V commercials. These are methods used by the brand to change the perception since the controversies. ...

As a company the product lifecycle is currently at the growth stage, due to Hollister making progress and pushing sales.  However, as a brand A&F is on the declining stage, where it has hit the highest point in the market and is not doing as well as competitors. This could be due to the products being similar and not having the style/price for the right consumer demographic, therefore A&F would need to develop something different. In addition, this could be due to the changes to the re-branding. As it changes the opinion of their customers, as researching about the brand, and acknowledging the changes are not clear in public eyes, as it has not been any different from the competitors. Currently, A&F style and service/ identity is copying or similar to the competitors. Which is causing the sales and company growth low. Whereas Hollister, has been proven to be successful, carrying the majority of the market share Abercrombie owns. As it is in the growth stage of th...

Visual interpreting of websites, and social media, showing the current website compared to the proposed and the proposed social media. Creating each account showing different visual interruptions that could follow through.    

Social Media and Marketing Mix. Some of the images are taken to show the brand's current campaigns from when starting the project and shows clips of current social media. Looking at their accounts seeing Facebook has, the more following, but Instagram has a little bit more engagement from active users, which are contained by visuals from their social media. As well as products, there is a range such as clothing, but their fierce perfume which is main for them to campaign. The images of clothing represent the average style and look Abercrombie & Fitch generally style (also taken from Instagram and has been repeated in similar content but different clothing used). Images of new prototype stores which is on the Instagram image and shown clear images of places like the front of app design and layout for the website. Showing the discounts as promotions and advertisement showing a classic Abercrombie & Fitch look and style.  Abercrombie & Fitch are aiming for. Allowi...

The following mood board is showing the idea of how the proposed consumer demographic would be. The main idea is to focus on allowing a gender-neutral brand. Not focusing on any age, gender or body size. Which is why the images that are chosen are to show the outdoors lifestyle branding which would be aimed for the new A&F. Showing an outdoor adventurous lifestyle brand for the new consumer who would enjoy their time. By looking into research in the market and using consumers online forum and group ideas I shows they haven’t gotten the option of outdoor clothing size it would make a new interesting idea for Abercrombie & Fitch within consumer eyes.  The competitor’s mood board is showing the new competition, which Abercrombie would face within in the outdoors fashion market. Using the idea of the competitor social media and websites and compare the idea of similar layout and design for clothing throughout. This shows the market position, but A&F would be sho...

The following show a range of online surveys which took place, showing a range of information about the brand which would be useful to compare both consumer interviews and surveys/ online questioning.  The first survey is based on the online question allowing me to gain answers from the US, which were beneficial as both surveys allowed a similar Asner of them saying what and how they feel about the current brand situation. The second service was just published on Facebook, to gain questions through a range of people taking only a small percentage, but backs up each consumer influence about what they think. The last is a questioning that was taken place in readiness to see other opinions, as it was an experiment, but was successful as i was able to gain some information, showing in the US people believe the H&M are competitors, proving the position for consumers feeling where Abercrimbie and Fitch ar...

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 marketin...

A&F current brand consumer demographic segmentation has an age of 18-24, college/ university students who appear to be American Preppy students. As the brand is an American company, the main targets are students in America as well as the global demographic in Europe. The brand aims to gain a diverse range of audience who enjoy adventures and having fun all together, which is presented in their campaign videos ‘This Is Our Time’. However, as the core consumers are students the brand needs to be aware of this as their income is low due to paying for university which means they are conscious about their spending habits.  As the brand consumer segmentation is based on their consumer demographic, they have to be aware of different elements such as elements such as age, education, income, family size, race, gender, occupation, nationality, and more. Demographic segmentation the simplest and commonly used because the products and services consumers tend to buy, how we use those p...

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.  ·    ...