Fashion Marketing & Management 1

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...

Introduction  Jack wills were established in 1999, founded by Peter William and Robert Shaw. The brand was known for its British lifestyle branding. Where as Abercrombie & Fitch is an American brand founded 1892. Both brands have a similar target market of 18-24 college/ university students.   Marketing mix  Products  The products range from casual wear (jumpers, hoodies, sweats), too smart (blazers, shirts). Having a range of accessories, shoes and bags to help with sales. These product changes within seasonal change.  By achieving the range of products it allows them to gain more sales for the brand. These Products are similar to what Abercrombie & Fitch are currently selling, but the success rate is different. The brand identity for A&F is not as strong, due to the change in logos, whereas for Jack Wills, the signature logo of the stripes is what makes them stand out.  Price  The prices for Jack Will's products are very...

Competitors Customers Interviews   While being in Meadowhall for primary research I knew able to see what customers how the brand Hollister and Abercrombie & Fitch were able to tell me what shops they think the competitors are. Which allowed me to follow further research, to see what opinions customers of competitors' stores thought. These interviews were taken in the same day of Thursday 27th December 2018.  H&M  Short information collected for the brand:  The audience is female, 18-26 average. Sales going on were 30%-70%, with all ranges of clothing/ accessories. It's mainly looking for high street clothing for a low price.  Female student, 19  - Thoughts   The style is based on comfortable jumpers, that have a wide range of clothing and are easy to style. Are able to gain a combination of colours and have the design unique but simple sometimes. But when shopping it is important to be able to find clothing on hangers easi...