Developed for Fashion Marketing intensive course at London College of Fashion

1. Brand Architecture Audit
HOLLISTER
ABERCROMBIE & FITCH

3. HOLLISTER
o From: California
o Target Audience: 14-18 | Students
o Gender: Male and Female
o Style: Surfwear
o Price: 20-130 £
o Created by Abercrombie
o Storytelling – John M. Hollister: Adventurer from Laguna Beach

4. Seagull: freedom | beach lifestyle
Basic color: brown

5. Products variety
o Hoodies – 60 £
o Outwear – 120 £
o Jeans – 30 £
o Shirts – 30 £
o T-shirts – 20 £
o Underwear – 10 £
o Pyjamas – 20 £
o Necklaces – 20 £
o Bracelets – 10 £
o Body care – 30 £

6. SWOT
o Strengths: Very theatrical, good value, shop online
o Weaknesses: Expensive for the young market
o Opportunities: Expand in to new countries (franchising)
o Threats: Other similar brands (very common design)

7. STORE ENVIRONMENT
o The shopping experience has many different
sensorial tools
 Memorable smell
 Vintage surf shop architecture
 Beach atmosphere
 Sea sound
 Loud music
 Dark light
 Cozy and relaxed atmosphere
Display with ocean images

10. o From: New York
o Target Audience: 18-24 | Students
o Gender: Male and Female
 Kids (online only)
o Style: Casual luxury
o Price: + 60 £
ABERCROMBIE & FITCH

11. o Moose
 Adventure
 Hunter
o NY
 Modern
 Luxury

12. Products variety
o Hoodies – 80 £
o Outwear – 120 £
o Jeans – 80 £
o Shirts – 60 £
o Underwear – 20 £
o Pyjamas – 90 £
o Necklaces – 50 £
o Bracelets – 30 £
o Body care – 60 £

13. Co-branding
o Wolrich (Winter clothes)
o Q Way (Winter clothes)
o Superga (Sneakers)
o Plush (Tights)
o Sugarlips (Tanks)
o …

14. SWOT
o Strenghts: Very strong brand name worldwide despite of common
design
o Weaknesses: Problem from fake imitations; allegations for things
like discrimination against costumers (sizes)
o Opportunities: Expand in to the new countries (franchising)
o Threats: Other similar brands with much lower prices

15. STORE ENVIRONMENT
o The shopping experience has many different
sensorial tools
 Memorable smell
 Big city atmosphere
 Adventure lifestyle
 Loud music
 Very strong visual merchandising
 Elegant deco
o Stereotyped personality ( the romantic, the
socialite, the life of the party, best friend)