Fashion Marketing & Management 1

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...

Focus group participants 2018   Introduction and quick questions about the opinion of Abercrombie & Fitch. Then there are group opinions and discussion of what they think about the brand and new proposed ideas.  Dawn: 48; Female; Occupation: operator and a nurse Locations shopped; London, Sheffield, Barnsley, Manchester.  Store: High street shops like river island or oasis.  Opinion; She has bought lifestyle home wear collection. Has though the brand had good design and quality material as the blanket and basket. Jumpers aren’t something her style, but the clothing were for a younger audience.  Expected when shopping: A good customer experience, and bargains that are worth what the brand is selling .  Extra; thinks shopping should be easy, great experiences is key and having long lasting quality products are what keeps here re buying.  Callum Robb: 45, Male  Occupation: Business firm Locations shopped; Lo...

Within the current market social media is consuming the  majority of the consumers’ engagement, making it critical for a brand to use it correctly. As Facebook is dominating the global market with nearly 2 billion active users followed by YouTube and Instagram with 1 billion. This shows it would be beneficial for A&F to use Social media as it can make a brand more engaged with an average consumer and accesses new customers. However, they are currently not using it to their advantage and have not gained the right attention for the brand image . Abercrombie and Fitch have a multiple method if social media, e.g I nstagram , twitter and Facebook. But from analysing these platforms I have seen it has not been used to the potential they could have. Starting with Instagram, where their competitors are taking advantage of gaining new audience Abercrombie and Fitch are losing more customers. As social media is a key in new generations as well as fashion as it could be used in methods ...

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...

From gaining some information about what customers thought about Hollister at Meadowhall. I asked the Staff some questions and opinions about both brands as they work for the company. For some of the questions they ignored what was asked and just repeated the word inconclusive, in a sentence as a method of ignoring the question.  - Store manager Worked there for 4 years in the position, but over all 8 years in total.  The changes brought to the company is huge, as the how brands involved have become more improved and well rounded, from previous controversies. It's more inconclusive. The whole development has changed from the past.   It's more of a fashion based company, following more trends that are out there, which is gaining more attention for Hollister, Not much for A&F. The main competitors are, Zara, H&M, Urban Outfitters And Topshop. (More fast fashion in trend, based).  The use of the influencers ha...

The following are a questioning was asked by customers who had shopped at  Hollister in Meadowhall. Counting the opinions as to the brand to gain information and say suggestions they have to the A&F company.  The questions asked were: 1. What is your reason for buying?  2. Any thoughts/ opinion if the store? What they may like or dislike of the store? 3. What likes and dislike they may have when shopping in a branded store?  4. Who they feel the competitors are?  Answers: - Male,  22, Student   Just looking around to see if there is anything interesting A Hollister store there is not much to say, the atmosphere is different and unique. The vibe of the store is similar to Abercrombie & Fitch. And especially likes the smell of the spray as it stands out. (Thought A&F was a comply different brand)  Hates shopping in a store that not organised, like some parts of Hollister, plus it feels cramped.  Jack Will...

Due to me not being able to go to Abercrombie & Fitch store an observation, experiment was taken in Hollister, the A&F umbrella brand. There are observation of the store on the customer, as well as the style/ design of the store and images taken.  Hollister On the Thursday 27th December 2018. For 1 hour, around 4:30- 5:30 Sales were offered for both male and female sides. From 40%-60%. Items that appear to look like they were popular and customers were buying were, Girls - jackets, jumpers, crop tops and trousers. Boys- t-shirts and jeans, jumpers  The store looked busy and packed, there were less ares to walk around. 60 individual women enter the store and 47 had taken a purchases where as 40 males had entered the store and 15 had taken a purchases. This is also shown as different age group people were taking purchases. On the Thursday 3rd January 2019. For 30 minuets from 12:30-1:00  Sales were still showing more 50% offered where ava...

From rebranding the logo, means the change in the website, now using the small logo than the old one they used for over 30 years. This is one of the problems that brand is currently facing as it has been confusing to the customers as they do not understand the strategies the A&F is currently taking.  Looking at Abercrombie & Fitch website it looks simple and easy to use. The website has the traditional style categories for a customer to go and pick it what they need. The direction into buying an item is easy, but given in different categories that others. For example, normally you would get sweatshirts and hoodies as separate, whereas Abercrombie and Fitch website you would have to click on tops to see the separate categories. In addition A&F have a separate category for their jeans. However, I did notice when looking at fragrances and candles there were no candles you could find, which would be really confusing. Either A&F don't ...