More Related Content
What's hot
What's hot (8)
Viewers also liked
Viewers also liked (8)
Similar to abercombie and fitch final slide show
Similar to abercombie and fitch final slide show (20)
abercombie and fitch final slide show
- 1. BE BE FIT BE STRONG JULIEMULLEN.HELENMOORE.SPENCERREYNOLDS.KASEYMARENCO.ARIELLEGUREVICH.SEANPHILL
- 3. How old were you when you shopped at A&F?
- 4. Who is the 18-22 year old target market?
- 5. A&F Cares
- 6. Expand A&F Cares 5k
- 8. E STRONG. BE FIT. BE FIERCE
- 11. Banner Ad
- 12. Online/Video Promotion for FIERCE 5KVideo
- 13. Social Media
- 14. In Store FIERCE promotionPromotion
- 17. Survey Results
- 19. Wrap up slide Picture of abercombie Summary Philanthropy ExpandA&FCares5K OnlinePromotion In-StorePromotion
- 20. E STRONG. BE FIT. BE FIERCE
- 21. 21 Julie Mullen Kasey Marenco Helen Moore Arielle Gurevich Spencer Reynolds Sean Phillips Appendix
- 22. 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% under 10 10-14 14-18 18-22 I have never shopped at Abercombie and Fitch Have you ever shopped at Abercrombie & Fitch? If so how old were/are you? (check all that apply) Have you ever shopped at Abercrombie & Fitch? If so how old were/are you? (check all that apply) Answer Options Response Percent Response Count under 10 7.4% 19 10-14 47.1% 121 14-18 30.4% 78 18-22 7.8% 20 I have never shopped at Abercombie and Fitch 30.4% 78 answered question 257 skipped question 2 22 When were they in stores last?
- 23. 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 1 2 3 4 23 Cologne Bottles
- 24. Survey Highlights: “Less focus on sex” “Less sex appeal” “Values and morals” “Donate the clothing that is not sold, and make efforts to become globally conscious/ sustainable” “Include clothes for many trends, have more variety” Summary: 30% of responses from 18-22 year olds mentioned a conflict between their personal values and the values they perceived to be supported by Abercrombie. Other common themes related to wanting more variety and lower prices. 24 How would you improve A&F? Additional Research From Online: According to the Corporation for National and Community Service, in the last 15 years the volunteerism rate among 16 to 19 year olds has actually doubled and there is an increase in the importance of philanthropic activities in American schools to create more well-rounded students.- NationalService.Org
- 25. 25
- 26. 26 Financials
- 27. 27
- 28. 28
Editor's Notes
- Julie
- Julie TODAY we are going to talk about Start off with Helen
- Helen We surveyed 256 18-22 years and asked, “When was the last time you shopped at Abercrombie and Fitch?” The results were overwhelming with over 45% saying the last time they had bought something from Abercrombie and Fitch was between the ages of 10-14. The problem is that 18-22 year olds haven’t been to Abercrombie in a while and still have old perceptions of the store from 5-10 years ago. They don’t know that Abercrombie has updated and changed their style significantly. There are a lot of new designs and product lines which have come out in the time that people have stayed out of Abercrombie stores. As such, they are unaware of what is happening. That is why we believe that if we can figure out a way to get 18-22 year olds back into stores to see these changes we will be able to capture this target market. AGENDA: HERE are the things we want to address in our presentation: Today we are going to talk about how to get people back
- technologically savvy but prefer in-store shopping Often times, they look online for deals and ideas for clothes which lead them to the stores to shop Need to increase online presence to grab initial attention (put special recognition towards new designs) Value diversity and individuality/unique personal expression which is often changing, so they show low brand loyalty in the long run Most do not look for the large logos on their clothes Always looking for the newest, trendy styles With so much social noise clamoring for their attention, and dollars, brands no longer have the luxury of time Philanthropy and morally conscience/ want to help others
- Helen We think this is a great aspect of your company but most people don’t know about it. Since we think this would really ring true with your target market we focused our campaign on expanding the awareness of it. -include tab on shopping website with philanthropy info
- We think the 5K that you currently run is the perfect way to bring together the FIERCE product and your philanthropic involvement. (talk about money raised in past) Abercrombie’s current 5K Ohio State, how much money it raises 5K background (what we plan to do) “Be Fierce” our plan to expand 5K to other cities (New York, LA, places with flagship stores) and break down of cost explain how going on college campuses will be a cheaper option and bring in more 18-22 year olds
- “At the 5K” We would like this 5K philanthropic event to be known as the “Be Fierce” campaign. With the idea of fierce comes thoughts about a wild, energetic side filled with excitement and fitness. Consequently, it connects perfectly with the idea of a 5K. Moreover, the cologne could then be marketed as either covering up the smells of working out or just directly related to training and fitness. It will instill in the minds of consumers that Fierce leads to and symbolizes a healthier, more balanced lifestyle.
- In the video What is happening Millions of kids walk into their hospital every year in dire need The Nationwide Children’s hospital looks for charitable donations to help these kids in need They do not every want to turn a family away just because of their inability to pay “Your gift right now allows our pediatric experts to treat, heal and care for every child and family that needs us” Include story of child who was admitted to hospital, couldn’t afford treatment but charity was able to pay for it What can you do Support Abercrombie in their efforts to raise money and awareness for the hospital Pledge your support today Get your friends to support you or donate also One can sign up for a 5K or simply donate online to the effort Where 5K is happening (always put out an updated video to give relevant information on the events) Adjectives describing the Fierce lifestyle Be Strong (Abercrombie Abs---YEAH!) Be Fit (Models wearing Abercrombie ActiveWear to show it off) Be Fierce (show off new bottle) End with “Help Abercrombie & Fitch continue to support Nationwide Children’s Hospital”
- Connect to fierce JULIE HAS A THOUGHT. End part? $500 gift cards for top ten winners of each 5K? Bring number into store for discount Add merch pictures · For winners o Coupons into store o Fierce bottle o T-shirt for the event · For afterwards at fair-type events o Coupons into store for various events § Amount varies by the difficulty of the event o Can have selection of shirts too that people can choose from if they win their event o Can also have gifts as small as stuffed animals for smaller activities · For every participant o Will get a small sample bottle of the cologne and a t-shirt specified for the event § Can be team specified t-shirts also if people are running the 5K together o All will be able to go into any Abercrombie store with their Race number on it to get a discount § Need a barcode on the race number sticker to make sure they aren’t used twice Local bands playing to get local people/friends to come out
- Because many people have not been in the stores for quite some time, they are unaware of the new designs and product lines that are available. For example, many younger Americans go to stores like Lululemon to buy their active ware; however, Abercrombie has many of the same stylish outfits for working out in. As such, the company needs to market these lines more actively to draw in more attention. One way of doing this is to have workers wear them at the 5K along with potentially selling them at the race city. This way, they will be out in the open for all to see and take note of which could eventually spread the word around.
- To solve this problem, We have designed a sample banner add for A&F cares on the homepage of the website so that people browsing the website can learn more about A&F
- Create a viral youtube video for FIERCE and FIERC -promote through social media and do promoted tweet and sponsored facebook post, include #FIERCE -CAMPUS PROMOTION -we know you have a lot of followers By region Social media competition 30 sec promo video Show us your best fierce face with #beFIERCE for a chance to win $1000 gift card in anticipation of 5k. Top 50 with most retweets or likes: 3 weeks sometime before the 5k
- Kasey is going to tell you about in store promotion Fierce face photo
- Julie In store promotion: -5k flyer in bag to nearest 5k location , include fierce sample with 5k flyer In larger stores have a model promoting 5k run, handing out flyers and showing new fierce bottle, display stand Samples with every purchase Mention at check out -opportunity bottle package: at first thought it would be interesting to put a runner/athletic image on the back to tie in with the 5K, but then, we found out from Hannah that we hope that FIERCE can compete with classy, high-end colognes, similar to bottles that might be sold at a store like Sephora. So we decided to look at some of those bottles as we considered packaging. Models wear athletic clothes register donate? Or just tell about 5k- tell about prizes especially
- -Hannah mentioned in her response to our question that A&F would consider selling products side by side with high class brands like Sephora products. We noticed that the packaging of competitors products looks a lot different. - What do all of these have in common? They all are very simple, high-class looking designs which appeal to the eye. Nothing can distract a customer from the product, and it specifically states the company and the brand name which is confusing on some Abercrombie bottles.
- Number of ppl surveyed
- Our survery supports Sephora thing Include comments in appendix??? Based on these observations, we think it would be a good idea to consider a new packaging that more closely resembles your Cologne41 or Golden Cologne
- Show A&F cares by increasing and promoting philanthropy events 2. Use this philanthropy to kicks start FIERCE Campaign 3. With focus on athleticism with FIERCE 5K we also want use this as a strategy to bring people back in to stores for athletic wear 4. End Goal is to get more 18-22 year olds back into store to see that Abercrombie & Fitch has evolved Take advantage of philanthropy to draw in 18-22 year olds, ,
- In the video What is happening Millions of kids walk into their hospital every year in dire need The Nationwide Children’s hospital looks for charitable donations to help these kids in need They do not every want to turn a family away just because of their inability to pay “Your gift right now allows our pediatric experts to treat, heal and care for every child and family that needs us” Include story of child who was admitted to hospital, couldn’t afford treatment but charity was able to pay for it What can you do Support Abercrombie in their efforts to raise money and awareness for the hospital Pledge your support today Get your friends to support you or donate also One can sign up for a 5K or simply donate online to the effort Where 5K is happening (always put out an updated video to give relevant information on the events) Adjectives describing the Fierce lifestyle Be Strong (Abercrombie Abs---YEAH!) Be Fit (Models wearing Abercrombie ActiveWear to show it off) Be Fierce (show off new bottle) End with “Help Abercrombie & Fitch continue to support Nationwide Children’s Hospital”