Fashion Marketing & Management 1

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...

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...

Abercrombie & Fitch strategies are relying on college and university students to gain their attention, by promoting lifestyle campaigns that link to how an 18-24-year-old would be living their life within current society.  However, with current consumer needs, the brand is less aware of how society still perceives them as. As many people are aware of how the brand has treated the staff and consumers sue to stories still being around the internet about the terrible things that have happened, which have caused the reputation to still lost. This would still be gaining a negative in consumer needs. As they would not be interested in brand that judges them when they walk through the door, keeping the anxiety, no matter how the brand tries to change. Which is affecting the consumer esteem, which are all affecting the psychological needs because one feeling can affect the thoughts of a consumer feelings.  Within the current high street market people would like to feel sa...

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...

-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...

PRODUCT  Abercrombie & Fitch offers a verity of clothing line products including, tops, sweats, hoodies, jackets/ coats, swimwear and active wear. They also have their own section for denim jeans and a fragrance line. Showing for their demographic of both women/ men in college university. Sizing of the clothing now vary from XS to XXL. This was a problem in the past due to the brand believing in having a large size for a woman, but this was mainly due to the pervious CEO which did not believe in ‘plus size women’ and had a negative from consumers as their competitors had started to show more sizing. (2013, The Huffington Post Canada). This was changed later in the year as the brand had released a larger size range to help the change to consumers' thoughts and have a high profit rate as the stocks started to lose by 30%. Allowing the brand to see that the change over the feeling of ‘cool’ ‘sexy’ consumers. (2013, Daily Mail Reporter).  The current consumer research...

The following show a Brand Identity Prism & A Brand Objevctive model, allowing further research and in sight  to the current Branding of Abercrombie & Fitch. To allow further understanding of the current communication strategies used and what the personality of the brand is to their consumer demographic.  {The source of images is from the official A&F Instagram:   https://www.instagram.com/abercrombie/?hl=en  }