Fashion Marketing & Management 1

-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, promotin...

Political- Moral rights issues with A&F. So, styling/campaigning effects have to reflect back to the brand identity and be more consciously aware considering what’s right, to build reputation/image.  Action of UK following through with Brexit would cause impact with purchasing products for consumers and decisions of exporting and importing products and the costing .  Economical - Exchange rates may differ due to economical currency change; the brand already struggles with making sure the currency in Europe is correct. Currently an average consumer would save 40% more in America for purchases. Within the retailer growth industry, the growth revenue is 1.36 % but A&F is 0.6% and in the last 5 years is -3.43 % which means their current marketing has not helped the brand’s growth or sales.  Social-  Looking at the social demographic A&F are currently they need to be more aware of the spending habits of these consumers as the students they are t...

PESTEL  POLITICAL  Controversies of labour issues, has an effect to the brand. This was a major political factor is it is not healthy for the workers in factories. A&F had also lied about how the workers were being treated and how the factory conditions are. This is affecting the legal registration of health and safety.  Another factor that was an effect was the brand sexualising everything because according to the ‘sex sells’. However the brand is changing, the public's perspective of the brand has not changed.  The brand has been more aware of social changes and changed perspective on how they operate, as they are now diverse and have shown to be embracing the changes within their campaigns. ECONOMICS  Changing in inflation from the international countries could affect the profit and sale prices, which could mean A&F chain issues.  Economical changes in countries with packaging/ shipping could cause problems for A&F to send. ...

SWOT STRENGTHS A&F is a popular brand, which is known globally, allowing them to make use of different customers in international markets. To gain attention and a clearer target consumer.  Currently they have 843 stores in the US and 186 international stores within all 3 brands.   They have the unique store design of darkroom and music which majority of customers like, as it is something they cannot experience in other stores.  Caring about an experience, for the brand music was a key atmosphere, which they carried on for customers who want to shop from the app. They have created a feature which is not seen in any competitors branding app. It's a way of setting them different to others.   The use of loyalty cards, which helps create loyalty for customers in brand, from the consumer feedback, teen liked the ideas about club Callie. They can use this as an expansion and promote it more. Gaining loyalty will be key as more customers are likely to spend....