A&F RE-Brand Presentation

Tina Woodall | Ahmad Agiz | Chantal Sabey Creative Branding | 1510

The FleetWe Set the Foundation for Creative Resurrect ion

THE FLEET | CHANTAL

COMMANDER: Stresses Power, Status and Image

CURRENT ARCHETYPES

“In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong” - Mike Jefferies

Abercromie & Fitch Promotes Discrimination on Looks and Social Status

• Excludes large women due to the fact that clothing sizes are not stocked in XL & XXL , yet these sizes ARE offered to men since they wanted to include ‘jock’ sizes

• Uses “Sexualized” advertisements helps the brand promote its demographic they want to reach; the image of a popular, beautiful, social teen

A&F PROPOSAL | SYNOPSIS

THE FLEET | CHANTAL A&F PROPOSAL | SYNOPSIS

"We are committed to providing comfortable and long lasting clothes that look good."

CURRENT MISSION STATEMENT


ABERCROMBIE & FITCH OVERVIEW

From being a Sporting Goods Store to an American retailer that focuses on upscale casual wear for young consumers

REESTABLISHMENT1988

Located in New Albany, Ohio a suburb of Columbus

HEADQUARTERSOVER 400 LOCATIONS

has continued to keep a prominent view in the public eye, due to its advertising, its charity, and its entanglement in legal conflicts over b r a n d i n g , c l o t h i n g s t y l e a n d employment practices

REPUTATIONSINCE 1997


COMPANY DEMOGRAPHICA&F Cares claims they push the value of diversity

Are made up of femalesVICE PRESIDENTS40%

Are identified as people of color and are referred to as “Models”

instead of “Store Representatives” or “cashiers”

STORE ASSOCIATES50%

Are made up of femalesEXECUTIVE VICE PRESIDENTS 75%

One Third are made of femalesBOARD OF DIRECTORS

33.33%

Most of the companies demographic is made up of color

people and females

According to A&F Cares Website

CURRENT CONSUMER DEMOGRAPHIC


TARGETS: COOL KIDS

Ages 14 - 20 years old

High social status with lots of friends

Athletic; Preppy; Trendy; Up Scale; Popular

”ABERCROMBIE & FITCH HAS LOST TOUCH WITH ITS

CORE DEMOGRAPHIC” - THE MOTLEY FOOL

THE FLEET | CHANTAL A&F PROPOSAL | SYSNOPSIS

PERCENTAGE OF SALESIn the last 10 years Abercrombie & Fitch Sales has decreasing drastically

According to Piper Jaffray an investment bank and assessment management firm, As of 2015 Abercrombie and Fitch fails to rank among the top 10 most preferred clothing brands favored by teen shoppers.

32.01%2014

44.96%2012

2006 65.00%

2008 79.98%

35.46%2010

20.36%2015

79.98%

Abercrombie & Fitch sales was

the highest in 2008, decreasing

by almost 50% by 2015

GROWTH IN 2008


CURRENT COMPETITORSThese brands have the same core demographic as A&F. They sell they same style of clothing with competitive prices and each of them have a clear view on how to target their consumers without using “sexualized” and “discriminative” advertisements.


S.W.O.TDuring the research process, A&F did not lower their prices out of concern for losing their high-quality appeal. They lowed their prices because they had to choice due to their brand quality being stripped away.

STRENGTHS • Widely Known• Contributes to the Community• Quality Clothes

WEAKNESSES

• Wrong Target Demographic• Discriminative• Loss of Consumers• Bad Reputation • Over Priced compared to Competitors• Stye of Clothing is outdated

OPPORTUNITIES

• New Re-Branding Strategy • Increase in sales• Economic Depression• New look and Image• Positive Reputation

THREATS

• Negative Reviews from social media and consumers

• Accelerating Competition• Reputation is to tainted to save• Sales do not increase

THE FLEET | CHANTAL

PROBLEM

A&F PROPOSAL | PROBLEM

WE ARE IN 2015 AND ABERCROMBIE & FITCH IS STILL IN 2008.

They are targeting the wrong demographic with the wrong marketing strategy.

What is Abercrombie & Fitch doing wrong?

A&F currently targets its brand towards the “Cool Kids” who have a desire to fit in by conforming to a

certain image. But instead they are hindering themselves by promoting exclusion.

THE FLEET | CHANTAL

Abercrombie & Fitch has a chance to create a new imageSOLUTION

• As one of America’s most well known brands. Abercrombie & Fitch once rocketed in sales and popularity during the early years of Generation Y.

• Generation Y grew to become the beginning of a whole new era that embraced diversity.

• By re-branding A&F, reconstructing it’s marketing strategy towards a Generation Y target audience, and reinventing the brand experience to create a prestigious image reflecting non-conformity, that can only be described as a lifestyle.

• Abercrombie & Fitch will be envied by not only it’s consumer, but by it’s competitors as well.

A&F PROPOSAL | SOLUTION

THE FLEET | CHANTAL

MOOD BOARD

A&F PROPOSAL | MOOD BOARD

THE FLEET | AHMAD A&F PROPOSAL | ARCHETYPES

ARCHETYPES

Wiseman | Thinker | TeacherEmphasizes expanding knowledge, intelligence while valuing analytical and objective thinking

ENLIGHTENED

Creator | Designer | MakerStresses imagination, design, and crafting of aesthetic products and services

INNOVATOR

Ruler | RoyaltyStresses power , status and image

COMMANDER

Maverick | Outlaw | RebelOperates on assumption that people are fed up and want radical change

REVOLUTIONARY

01

03

02

04

THE FLEET | TINA A&F PROPOSAL | TARGET AUDIENCE

TARGET AUDIENCE & DEMOGRAPHIC

Age: 27Income: 70k yearlyLocation: Seattle, WAGender: FemaleOccupation: Talk Radio psychiatrist

Lifestyle-She is just getting started in her professional career after graduating from college. She works hard to help her patients and produce her radio show. After long hours at work she enjoys spending her nights in town with friends.

LAUREN BASH MITCH ANDREWSAge: 35Income: 57KLocation: Arlington, TXGender: MaleOccupation: Sales Manager

Lifestyle: Married with a little girl and a son on the way. His wife works as a cake decorator at a local bakery. They both stay busy working and spending their time with family. They enjoy nature, hiking, canoeing, and camping.

THE FLEET | TINA A&F PROPOSAL | TARGET AUDIENCE

TARGET AUDIENCE & DEMOGRAPHIC

Age; 26Income: 60KLocation: Las Vegas, NVGender: FemaleOccupation: Performer

Lifestyle: Engaged to her High School Sweet heart. She is following her dreams dancing and performing nightly as a backup dancer. She is working hard to write and choreograph her own show.

RACHEL ROSSAge: 28Income: 45KLocation: Los Angeles, CAGender: MaleOccupation: Copywriter

Lifestyle-Single and fresh out of school with his Master he working at a new company in downtown LA. He enjoys hanging out at popular bars and goes to Metals shows on his free time.

JACKSON PARKS

THE FLEET | AHMAD A&F PROPOSAL | COMPETITORS

COMPETITORS

THE FLEET | AHMAD

MIND MAP

A&F PROPOSAL | MIND MAP

THE FLEET | CHANTAL

PRODUCTION SKETCHES

A&F PROPOSAL | SKETCHES

THE FLEET | CHANTAL

FINAL LOGO

A&F PROPOSAL | FINAL LOGO

THE FLEET | CHANTAL A&F PROPOSAL | LOGO BREAKDOWN

LOGO BREAKDOWN

Our brand is at the top of the pyramid setting the standard of non-conformity

PYRAMID

Represents the company name“A&F” SHAPE

THE FLEET | TINA A&F PROPOSAL | COLOR & TYPOGRAPHY

COLOR & TYPOGRAPHY

Red is the color of energy, passion and action

Gold is the color of success, achievement and triumph. Associated with abundance

and prosperity, luxury and quality, prestige and sophistication, value and elegance, the psychology of this color implies affluence,

material wealth and extravagance.

Blue is the color of trust and responsibility

PANTONE P 39-7 U

PANTONE P 11-14 U

PANTONE P 150-9 U

Logo | ostrich sans round mediumabercrombie & fitch

headlines | ostrich sans blackResisting is worth doing!

body | Abadi MT CondensedABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

THE FLEET | CHANTAL

SUBMARK & LOGO VARIATION

A&F PROPOSAL | SUBMARK & LOGO VARIATION

THE FLEET | TINA

STATIONARY

A&F PROPOSAL | STATIONARY

THE FLEET | TINA

ADVERTISMENTS

A&F PROPOSAL | ADVERTISMENTS

THE FLEET | AHMAD

MERCHANDISE

A&F PROPOSAL | MERCHANDISE

THE FLEET | TINA

MERCHANDISE


THE FLEET | AHMAD

MERCHANDISE


THE FLEET | AHMAD

FLEET VECHICLE

A&F PROPOSAL | FLEET VEHICLE

THE FLEET | AHMAD

PROMOTIONAL VECHICLE

A&F PROPOSAL | PROMO VEHICLE

THE FLEET | CHANTAL

WEBSITE & TABLET DESIGN

A&F PROPOSAL | UI & UX DESIGN

THANKYOU!

A&F RE-Brand Presentation

Presentations & Public Speaking

Transcript of A&F RE-Brand Presentation