abercrombie & fitch mobile insights and strategy
DESCRIPTION
With a group of 4 other students and the task to update Abercrombie & Fitch's mobile app strategy to better engage their new target market of college students, I conducted extensive primary and secondary research in order form an overall strategy and creative brief for the company. After presenting our research and insights to a Razorfish account planner, we were selected as the team with the best pitch in the class. Although this presentation served only as a visual aid during our presentation, I will have a full description of the main research methods and findings in my personal website. Course: Account Planning at The University of Texas at Austin Professor: Mike Mackert, PhDTRANSCRIPT
Abercrombie & Fitch A Digital Media Strategy
ROUNDTABLE MEDIA
Determining the Problem
CATEGORY
CULTURE CONSUMER
COMPANY
COMPANY
Key Assumption: Abercrombie & Fitch is stagnant.
IS THE PRODUCT OR THE BRAND IMAGE STAGNANT?
Brand Image
PR/ News
In-Store Visit
Consumer Survey
CULTURE
The definition of cool has changed.
“She doesn't give a f***. She is cool because she does her own thing and doesn't care what other people think.”
WHAT MAKES SOMEONE COOL
CATEGORY
How do people use technology in their shopping experience? Question:
CATEGORY
How do people use technology in their shopping experience? Question:
Answer: Not as point-of-purchase, but to gather inspiration/browse.
The gang at Coachella
Road Trip! #ootd
TARGET MARKET
OVERALL STRATEGY
Feature the products in contexts that are relatable to the target market.
Overarching Idea
Shift Brand Image
Execution
STRATEGY ROADMAP
Give clothing a story
Overarching Idea
Shift Brand Image
Execution
STRATEGY ROADMAP
How to: • More relatable models
• Integrated experiences
• More mature tone
Overarching Idea
Shift Brand Image
Execution
STRATEGY ROADMAP
• Integrate App, Website, & in-store
• Presence on shopping aggregators
EXECUTION
Digital App In-Store Integration
Questions?
ROUNDTABLE MEDIA
APPENDIX
Road Trip with A&F
App Launch Campaign
Suggested travel locations
Pit stop partnerships
Rewards system
App integration