Abercrombie & Fitch #LostInSummer Campaign

By Maria Gottfried, Matt Lefer, Max Milgrom & Tiffany Vu

Agenda

● Brand History● Competition● Target Market● Goals● Strategy● Media Mix● Digital Influencers● Messaging● Conclusion

Brand History

● Founded in 1892● Bought out by The Limited in 1988● Went public in 1996● Height of popularity: Mid 90s to early 2000s● Decline: Late 2000s● Sexualized advertising● Struggling company

Competition

● Direct Competitors:○ American Eagle○ Aeropostale○ Urban Outfitters

● Indirect Competitors:○ Forever 21○ H&M○ J. Crew○ Ralph Lauren

Target Market Analysis● Millennials ages 18-34● Very diverse group● Trendy clothing● Very knowledgeable about clothing● 25% 18-34 year olds in the survey agree they stick

with clothing styles that stood the test of time.● 41% more likely to buy new clothes to keep up

with latest fashion.● Use social media for most if not all information

such as trends● Hard to reach through traditional marketing and

advertising

Goals

● Revitalize the Abercrombie & Fitch brand in a way that appeals to a younger audience, showcasing the brand’s trendy and affordable clothing.

● Increase both in-store and online sales in all product categories.

● Advertise through our target markets preferred form of media.

● Increase positive blog posts about Abercrombie & Fitch.

Strategy

● #LostinSummer○ Discover adventure/explore○ Fashion is seasonal

● Sponsoring music festival: Lollapalooza○ Millennials are interested in experiences

they can live○ Festival that happens in the summer

Media Mix

● 63.6 million Millennials actively post on social networking sites in 2015 (Adweek.com)

● Instagram○ 36.1 million active Millennials

● Twitter○ 23 million active Millennials

● YouTube and Digital Influencers

Digital Influencers - Instagram

Digital Influencers - YouTube

Twitter & Instagram Posts

#LostInSummer Campaign Launch Video

Engaging Emotional Effective

So… what is #LostInSummer?

thanks!ANY QUESTIONS?