Fashion Marketing & Management 1

The following are layout development throughout this module. Showing the ideas changing, due to making sure the whole report is continuous, with the layout as it's important. The layout is different from the current and recommended brand because it was important to show and view the idea I have come up with. Allowing the purpose to stand out differently and have a completely different identity. The final report outcome was based off of the brand website as it is one of the more clear identity, as a website is personal to a brand showing visually what the brand would feel like. Also, following the theme of their title page showing the font they use to being in the brand image.  As the front and back cover are similar for the first draft. This was going to be the final, however it was not something to stick with as it looks more like a zine than a report. Therefore, it was chosen to have the SS18 collection look book as a representation of the new branding of...

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...