Fashion Marketing & Management 1

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...

Visual interpreting of websites, and social media, showing the current website compared to the proposed and the proposed social media. Creating each account showing different visual interruptions that could follow through.    

The following are sketches to show a visual interpretation of the image I see through the proposed strategy. Allowing a clear understanding of the current outdoor market and making a unique but related to A&F branding of the products. Also showing a range of sizing. 

Alphabetical Order:  References: 123HELPME, (2018), Use of Sexuality in Abercrombie and Fitch Advertising retrieved from: https://www.123helpme.com/use-of-sexuality-in-abercrombie-and-fitch-advertising-view.asp?id=167797#continued Abutaweeleh . L,. & Khlefai. T . (N.D.)  Fitch off- stop the abuse, LEDC-Philippines. Retrieved from; http://abercrombieandfilth.weebly.com/ledc---philippines.html Alexandra (2019, February 13) Instagram Trends 2019 (statistics, facts and strategies) Retrieved from;  https://thepreviewapp.com/instagram-trends-2019/ Abercrombie & Fitch (last visited on 2019, January 1st) Our stories, sustainability, retrieved from; http://corporate.abercrombie.com/af-cares/sustainability/environmental/our-stories SWOT  Abercrombie & Fitch Facebook (last visited on 2019 January 30 th ) Retrieved from; https://www.facebook.com/abercrombieofficial Abercrombie & Fitch Instagram (last visited on 2019 January 3...

Social Media and Marketing Mix. Some of the images are taken to show the brand's current campaigns from when starting the project and shows clips of current social media. Looking at their accounts seeing Facebook has, the more following, but Instagram has a little bit more engagement from active users, which are contained by visuals from their social media. As well as products, there is a range such as clothing, but their fierce perfume which is main for them to campaign. The images of clothing represent the average style and look Abercrombie & Fitch generally style (also taken from Instagram and has been repeated in similar content but different clothing used). Images of new prototype stores which is on the Instagram image and shown clear images of places like the front of app design and layout for the website. Showing the discounts as promotions and advertisement showing a classic Abercrombie & Fitch look and style.  Abercrombie & Fitch are aiming for. Allowi...

This is the first draft of Moodboards which were created, but it did not match the astetic of teh report and there were too may references to be used. Therefore, another was created showing more in-depth style of the current brand, but also allowing a clear understanding of images. Giving space for views for a reader.  Current Consumer Demographic  Current Social Media & Marketing Mic Current Competitors