2. Mission Statement
Ralph Lauren at A&F is a fresh, young 10-piece menswear collections that
will be distributed in 275 A&F locations worldwide and launched between the
dates of 1 June 2016 and 30 July 2016 .
Objectives
Our objective is to create fresh, young menswear collections that cater to
Millennials between the ages of 20-29 years old by collaboration with Ralph
Lauren, a classic American luxury brand.
Recently, A&F has struggled in sales, and consumers are not as interested in
wearing clothes with the A&F logo on them anymore. However, collaborating
with Ralph Lauren, consumers will be drawn back by the new look of A&F.
Overall, this is a perfect opportunity for us to reboot the A&F brand image.
3. Opportunities
Millennials will be the biggest consumer demographic with a potential purchasing
power of $ 170 billion dollars per year. We hope to continue with Millennials who
are willing to change themselves and accept novelty and a bold style. In addition,
a healthy lifestyle is a trend with young people who drink and eat organic foods
and love to work-out to keep fit. This lifestyle exactly matches the image of this
collaboration.
Competitive Advantage
A&F has a huge network of retail stores around the world with a significant history
and a young American, classic sytle.
The collaboration line has a clear advantage due to the following factors:
•Long history of successful Americanclothing
•A&F has an established worldwide network
•The target market is the biggest demographic
4. SWOT Analysis
Strengths
1. Brand heritage
2. Online stores available in 9 languages,
accepts 7 currencies and ships to over 120
countries
3. Asia, Mid-east as big potential markets
4. Has strong followers on social media like
Facebook.
Weakness
1. Brand image is outdated
2. Cannot compete with fast fashion—speed
to market.
3. Negative news for things like discrimintion
against employees
Opportunities
1. International expansion is gaining a large
amount of importance
2. Strong promotion on social media
3. Target market is the biggest demographic.
Threats
1. Slowdown in spending on clothing
2. Consumer prefers to inexpensive price yet
trendy clothing
3. Fast fashion is a huge competitive sector
6. Thomas Charles Walsh
Single
Age: 22
Location: Savannah, GA
Job: Undergraduate student
Music: Hip-pop, Jazz
Nightlife: Hang out at clubs
Hobbies: Biking, skiing,Gym
Shops: Hollister, A&F, American Eagle Apparel, Gap,
J. Crew
18. The collaboration line will be distributed to retail stores in the United States with
test marketing in Asia, Eastern Europe primarily. International expansion will
increase reputation and awareness of A&F. At the same time, it can make up for
the disastrous loss of American marketing.
•250 stores in the U.S.
•22 Flagship stores in international markets.
Direct-To-Consumer
•A&F manages websites including both desktop and mobile versions.
•Emphasize both domestically and internationally that the brand is available in 10
languages, accepts 7 currencies and ships to over 120 countries.
19. Store Concept
Store exterior
1. Banners will hang on the wall
2. Full window display
Store interior
1. A&F will have a sign and poster
to inform this new line.
2. In boutiques, the line will be
set up like a beach scene with surf
board, a beach chair or a straw mat.
3. Clothing will be displayed on
custom mannequins.
20. A & F
1. Hanging on the banner
2. Change the in-sotre
experience
3. Print out the poster
card to announce this new
collaboration
21.
22. Marketing Strategy
The marketing strategy for Ralph Lauren at A&F is to change the positive brand image and win back previous consumers.
The A&F marketing team will announce the collaboration on social media platforms like Facebook, Instagram and in online
stores on May 1, 2016. The marketing plan will be divided into 4 stages: Pre-announcement, Launch, Event, and Sell out.
Social Media Promotion
Our company will choose social media to engage Millennial shoppers. As A&F already has many followers, our promotion
will launch events on those social media to engage with audiences.
For instance, this line will be sold in the summer season. Our company will carry out a fashion show that will be called
“Transformer Era” on the beach, and the models can be chosen from those consumers who love to wear A&F clothes. For
the event, our company will invite a celebrity from the upcoming movie “Transformers 5” to create a buzz.
Event City: Miami, Las Vegas, New York, New Orleans, Chicago, Los Angeles, San Francisco, Key west, San Dieg,
California
Event content: Wearing clothes that you never tried from A&F. During an event, there is a guest who will join us going
through this fun party.
24. Our company is planning a charity campaign where shoppers can donate
clothing in order to get a discount for online shopping. According to the
statistics, 83 % of Millennials prefer shopping in discount, and 51%
of Millennials will share personal data with a business in exchange for
discounts and special promotions.
The purpose of this campaign is to help people who need help from a
society, and to encourage consumers shopping our products.
Employees in A&F, they will be trained by a manager for this new line coming
up. There are a few things to follow. First, all of the empolyees about the new
line both in store and through the word of mouth so they can tell their friends
and relatives. Second, once any stores get a fairly well, they can get a reward
that is a field trip one day. This not only can stimulate workers’ initiative, but
also increase their friendship or partnership to better working together.
Public Relationship
