As the Situational Analysis demonstrates, Abercrombie and Fitch has benefited from their branding as

  • As the Situational Analysis demonstrates, Abercrombie and Fitch has benefited from their branding as an All-American brand. However, the manner in which it achieved this image alienated some customers and garnered negative media attention. There is value in the form of brand equity associated with the All-American look. Abercrombie and Fitch should continue to leverage its All-American image but it must also move away from its exclusive nature. In order to consider both factors we suggest Abercrombie and Fitch rebrand themselves as a redefined All-American..

           In order to move away from the exclusive “cool kid” branding that has become associated with Abercrombie and Fitch, we suggest running an advertising campaign similar to Dove’s true beauty campaign but instead putting an emphasis on every individual’s personal cool. Abercrombie and Fitch has been trying to get away from the blunders of the previous CEO who told “losers” not to wear the brand by sponsoring an Anti-bullying scholarship. A&F has the opportunity to further push the message of anti-bullying through an I’m me and I’m awesome campaign to help younger audiences establish their self-esteem.

           In order to connect with the younger population, we suggest that A & F partner with russell westbrook for either a new line. This would be a major step for Abercrombie and Fitch as they have never used a spokesperson before. Additionally, their marketing has mainly focused on Caucasian young adults. By partnering with Drake Abercrombie and Fitch would be able to send a strong signal to our target market that they are being more inclusive. However, russell westbrook does still fit into the brand association of being All-American because he represents the America of today. westbrook would bring a more urban feel to the brand which is the style that is currently trending with our target market.




    ASSignemnt;; write about these:

    SEGMENTATION(L): ( 2 pages)

    • finding out what kinds of consumers with different needs exist

    • write about different abercrombie segemnts
  • TARGETING(L): high school students, college students with potential to reach young professionals ( 2 pages)

    • selecting which segment to serve

  • POSITIONING(L):( 2 pages)

    • implementing chosen appeal and image for that target segment

    • Redefine all-American

      • Diverse (Race issue), Unique (elitist issue), Proud (Anti-bullying Campaign)


        Competitor Analysis( 3 pages) – including customer set defination and main competitors including zara, american eagle, gap, show numbers stats



    • Posted: 4 years ago
    • Due: 13/12/2015
    • Budget: $30

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