brand architecture audit
TRANSCRIPT
Brand Architecture Audit
HOLLISTER
ABERCROMBIE & FITCH
HOLLISTER
o From: California
o Target Audience: 14-18 | Students
o Gender: Male and Female
o Style: Surfwear
o Price: 20-130 £
o Created by Abercrombie
o Storytelling – John M. Hollister: Adventurer from Laguna Beach
Seagull: freedom | beach lifestyleBasic color: brown
Products varietyo Hoodies – 60 £o Outwear – 120 £o Jeans – 30 £o Shirts – 30 £o T-shirts – 20 £o Underwear – 10 £o Pyjamas – 20 £
o Necklaces – 20 £o Bracelets – 10 £ o Body care – 30 £
SWOTo Strengths: Very theatrical, good value, shop online
oWeaknesses: Expensive for the young market
o Opportunities: Expand in to new countries (franchising)
o Threats: Other similar brands (very common design)
STORE ENVIRONMENTo The shopping experience has many different sensorial tools
Memorable smell
Vintage surf shop architecture
Beach atmosphere
Sea sound
Loud music
Dark light
Cozy and relaxed atmosphere
Display with ocean images
o From: New York
o Target Audience: 18-24 | Students
o Gender: Male and Female
Kids (online only)
o Style: Casual luxury
o Price: + 60 £
ABERCROMBIE & FITCH
o Moose Adventure Hunter
o NY Modern Luxury
Products varietyo Hoodies – 80 £
o Outwear – 120 £
o Jeans – 80 £
o Shirts – 60 £
o Underwear – 20 £
o Pyjamas – 90 £
o Necklaces – 50 £
o Bracelets – 30 £
o Body care – 60 £
Co-branding
o Wolrich (Winter clothes)
o Q Way (Winter clothes)
o Superga (Sneakers)
o Plush (Tights)
o Sugarlips (Tanks)
o …
SWOT o Strenghts: Very strong brand name worldwide despite of common design
o Weaknesses: Problem from fake imitations; allegations for things like discrimination against costumers (sizes)
o Opportunities: Expand in to the new countries (franchising)
o Threats: Other similar brands with much lower prices
STORE ENVIRONMENTo The shopping experience has many different sensorial tools
Memorable smell
Big city atmosphere
Adventure lifestyle
Loud music
Very strong visual merchandising
Elegant deco
o Stereotyped personality ( the romantic, the socialite, the life of the party, best friend)
