Abercrombie & FitchBRAND PROPOSAL

Alex S. | Grace K. | Jeremy M. | Sophiea K. | Stephy S.

POSITIONINGTARGET MARKET

CATEGORY

COMPETITORSPERCEPTUAL MAP

BRAND POSITIONING STATEMENT

MILLENNIALS: 18-24 yr. olds (college-aged students), 25-31 yr. olds

(young adults in business)

CLASS: apparel retail/fashion CATEGORY: upscale casual wear

Abercrombie & Fitch is the only upscale, American casual apparel brand that

provides a unique shopping ambience to Millennials.

Logo-centric

Customer Service

(5,4)(1, 3) (3,3)

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BRAND MANTRA

BRAND MANTRAEmotional Descriptive Brand Function

Energetic Scholastic Prestige

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NEW PRODUCTS OVERVIEWCONCEPT 1:BUSINESS CASUAL

CONCEPT 2:DESIGNER COLLABORATION

CONCEPT 3:TRUNK CLUB

“Abercrombie & Fitch Business Casual Line is the only dress-up clothes line that allows you to buy numerous stylish products to wear for different occasions.”

“Partnership with famous designers is the only fashionable mixing that gives you distinct collections to wear.”

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“Trunk club is the only trendy and popular website that grants you personal stylists assisting you in choosing designer casualwear at this upscale outfitter.”

BUSINESS CASUAL LINE• Respondents mostly buy Business Casual Clothes at H&M (59%)

and Zara (50%).• Most of the respondents buy Business Casual Clothes 2 to 3 times a

year.• From them, they would purchase Business Casual Clothes from

Abercrombie & Fitch depending on what product from the line.• Most of the respondents are unlikely to buy Business Casual

Clothes at A&F.

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4 FACTOR MODEL

Business Casual

Line

Quality

Logo

Flattering Shape

Preppy Style

Mature

Variety in Store

A&F

Quality

Logo

Flattering Shape

Preppy Style

Mature

Variety in Store

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Business Casual

Line

Logo

OverpricedSnooty

A&F

Logo

SnootyOverpriced

(+)

(-)

RECOMMENDATIONS

DESIGNER COLLABORATIONS 94% of the respondents don’t know any companies, models or

brands currently working with Abercrombie & Fitch. At the same time, 50% of them don’t know any stores

collaborating either. 70% of respondents think that collaborating it’s positive. J. Crew is the most wanted to see collaborating with A&F. 94% of respondents would buy Abercrombie & Fitch

collaborative products again it they were satisfied.

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4 FACTOR MODEL

Designer Collab.

Trendy

Flattering Shape

QualityExcitement

Young

A&F

Trendy

Quality

ExcitementVariety

Young

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Designer Collab

Overpriced

Confusion

A&F

Overpriced

Confusion

Less Variety

Immature

(+)

(-)

RECOMMENDATIONS

TRUNK CLUB 75% of the respondents don’t know services similar to

Trunk Club. MensStyleLab, Amazon and Five Four Club are the main

services cited. Most of the respondents (54%) are interested in using

Trunk Club. 71% of them like the idea of a personal shopper. Most of the respondents think that it would be

unintrigued for Abercrombie & Fitch to partner with Trunk Club.

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4 FACTOR MODEL

Trunk Club Partnership

Personal Shopper

Luxury

Online Shopping

QualitySubscription

Mature

A&F

Americ-an

ClassicPersonal Shopper

Mature

Online Shopping

Customer Service

Luxury

Quality

Preppy Style

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Trunk Club Partnership

Logo

Overpriced

Lost in the Mix

of Competit

ors

Too Many

ChannelsA&F

Logo

OverpricedToo Many Channels

(+)

(-)

RECOMMENDATIONS

OVERALL RECOMMENDATIONS

BUSINESS CASUAL DESIGNER COLLABORATION

TRUNK CLUB

YES NO NO

3 BRAND EXTENSION CONCEPTS

WINNING CONCEPT IS BUSINESS CASUAL! Of the three proposals, Business Casual was most liked by the respondents in our primary research. While the other two ideas had potential, business casual would increase equity of existing A&F by increasing complimentary purchase and purchase intent.

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OVERALL RECOMMENDATIONSWINNING CONCEPT | A&F BUSINESS CASUAL LINE

PRODUCT PRICE PROMOTION PLACEMENT

OVERALL RECOMMENDATIONSWINNING CONCEPT: Business Casual

POSITIONING:“A&F’s business casual line is the only apparel line provides a unique shopping ambience to Millenials in need of a more professional attire.”

TARGET MARKET:MILLENNIALS: 18-24 yr. olds (college-aged students), 25-31 yr olds (young adults in business)

CLASS | CATEGORY | TYPE:Direct Competitors: Zara, Express, H&MIndirect Competitors: Target, Anthropologie, TJ Maxx, Marshalls, Nordstrom Rack,

POPs PODs

• Work appropriate• Professional• Various styles• Multiple color options• Large consumer base

• More exclusive price strategy

• High quality fabric • American heritage style• Great customer service• After purchase service

HIGH QUALITY FABRIC

LOW QUALITY FABRIC

WORK APPROPRIATE

CASUAL CLOTHING

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