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Branding Essay

613 words - 3 pages

Abercrombie and Fitch
Overview:
Founded in the fashion capital of USA and probably the world, in 1892 in New York, A&F has always focused on the sexy and upscale as their brand’s selling point to their hip young consumers. However, off late the ship seems to be sinking in turbulent waters of obnoxious behavior towards the market. A brand that has been in the market longer than most of us reading this statement right now, it needs a moral as well fashion makeover for a reincarnation.
Challenge:
The problem:
1.) Declining sales have led the brand to hit rock bottom.
2.) Remarks by the loose-lipped CEO time and again has tarnished the image of the brand and put it in the negative side of the consumers.
Why this problem:
1.) Derogatory body shaming of its target market by its CEO and by the apparels made by the brand, which are only meant for thin people.
2.) Adding to that, ads showcasing scantily clad models came under scanner too due to the brands’ bias for ...view middle of the document...

Brand Character: Stylish
Brand insight: A&F has a benefit of exploiting its image for being modern, fashionable in the positive sense. Advertise our new positive consumer friendly policies by creating an event for a week in all the stores- New day, New way!
Concept: Chic/ Elegant
Revamp gives us an opportunity to get back in the market with a new image and our own unique fashionable style statement can create that. We don’t follow the trend. We become the trendsetters. We create styles from size zero to size 14.
My consumer: Teenagers and consumers in their 20s. Widening the consumer base from 13 to 30 will increase the sales. Rather than giving them the skimpy dressing, we offer the colors and new designs, which are sassy yet smart, sexy yet elegant.
Why will my consumer love me?
Because, Style is not about the size.
Branded Snap Shot:

S
S

External
External
Brand Matrix:
Strategic
Strategic

Internal
Internal
Tactical
Tactical
PERFORMANCE:
Good quality at a better price.
Unique style with a bold look.
Meant for all sizes and a wider demographic.

PERFORMANCE:
Good quality at a better price.
Unique style with a bold look.
Meant for all sizes and a wider demographic.

CONCEPT
Chic
CONCEPT
Chic

Purpose: - Develop a positive
brand image in market.
Create Customer friendly, stylish yet unique fashion forward clothes.
Hire a visionary CEO who
Understands today’s
Fashion and the
Mindset of our
Gen-next.


Purpose: - Develop a positive
brand image in market.
Create Customer friendly, stylish yet unique fashion forward clothes.
Hire a visionary CEO who
Understands today’s
Fashion and the
Mindset of our
Gen-next.


Positioning:
We add trendy to your style, we add chic to your sober, we add
A&F to your
Life!
Positioning:
We add trendy to your style, we add chic to your sober, we add
A&F to your
Life!
PROMISE:
Because style is not
about size.
PROMISE:
Because style is not
about size.
CHARACTER
Stylish
CHARACTER
Stylish

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