Abercrombie & Fitch Mobile Insights and Strategy
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Transcript of Abercrombie & Fitch Mobile Insights and Strategy
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