Essay On Abercrombie
Issues to be Analyzed:
➢ Brand Image issue
• No longer known to be the “cool kids” brand
• The brand has been tarnished in mainstream and social media
• Many consumers no longer accept Abercrombie’s exclusionary marketing
• 90% of Abercrombie models are Caucasian with the perfect body. Predominantly involved in recruiting people from white sororities and fraternities
• Faced numerous lawsuits for discriminatory hiring practices. Abercrombie settle the suit in federal court by agreeing to change their recruitment practices
➢ Current Public Perception/ Negative social footprint:
• Overpriced, exclusionary, no longer relevant or cool
• A bully corporation telling impressionable youths who is pretty and who is not
• Discrimination of customers …show more content…
R&D
• Concentrate on market research to find out recent trend and demands of consumers
• Young shoppers (target market) nowadays are less interested in the logo-centric clothes and more eager to shop for electronic or go to low cost, “fast fashion” chains like Zara, Forever 21 and H&M that offer greater variety more quickly.
• 76% of people said they would more likely to shop at Abercrombie if they offered a variety of different products
• Start recruiting workers from fashion colleges, as well as the younger generation who are into fashion trends (looking at their fashion portfolio, Instagram blogs, etc.)
4. Marketing innovation:
• Better advertising and promotion
• Change A&F’s vision and positioning
• Being aspirational, inclusion, and newly culture
• Start hiring plus size employees because all of A&F employees are known to be model-like a skinny
• Increase diversity to attract larger consumer groups
• Controversy advertising such as publishing a provocative catalog photograph, revealing clothes can alter the competitive position of rival firm and effectively attract attention of teenager and young adult who often respond positively to this kind of marketing
➢ Brand Image issue
• No longer known to be the “cool kids” brand
• The brand has been tarnished in mainstream and social media
• Many consumers no longer accept Abercrombie’s exclusionary marketing
• 90% of Abercrombie models are Caucasian with the perfect body. Predominantly involved in recruiting people from white sororities and fraternities
• Faced numerous lawsuits for discriminatory hiring practices. Abercrombie settle the suit in federal court by agreeing to change their recruitment practices
➢ Current Public Perception/ Negative social footprint:
• Overpriced, exclusionary, no longer relevant or cool
• A bully corporation telling impressionable youths who is pretty and who is not
• Discrimination of customers …show more content…
R&D
• Concentrate on market research to find out recent trend and demands of consumers
• Young shoppers (target market) nowadays are less interested in the logo-centric clothes and more eager to shop for electronic or go to low cost, “fast fashion” chains like Zara, Forever 21 and H&M that offer greater variety more quickly.
• 76% of people said they would more likely to shop at Abercrombie if they offered a variety of different products
• Start recruiting workers from fashion colleges, as well as the younger generation who are into fashion trends (looking at their fashion portfolio, Instagram blogs, etc.)
4. Marketing innovation:
• Better advertising and promotion
• Change A&F’s vision and positioning
• Being aspirational, inclusion, and newly culture
• Start hiring plus size employees because all of A&F employees are known to be model-like a skinny
• Increase diversity to attract larger consumer groups
• Controversy advertising such as publishing a provocative catalog photograph, revealing clothes can alter the competitive position of rival firm and effectively attract attention of teenager and young adult who often respond positively to this kind of marketing