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