Abercrombie & Fitch Mobile Insights and Strategy
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With a group of 4 other students and the task to update Abercrombie & Fitch's mobile app strategy to better engage their new target market of college students, I conducted extensive primary and secondary research in order form an overall strategy and creative brief for the company. After presenting our research and insights to a Razorfish account planner, we were selected as the team with the best pitch in the class. Although this presentation served only as a visual aid during our presentation, I will have a full description of the main research methods and findings in my personal website. Course: Account Planning at The University of Texas at Austin Professor: Mike Mackert, PhD
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Abercrombie & Fitch Mobile Insights and Strategy
- 1. Abercrombie & Fitch A Digital Media Strategy ROUNDTABLE MEDIA
- 2. Determining the Problem CULTURE COMPANY CONSUMER CATEGORY
- 3. COMPANY Key Assumption: Abercrombie & Fitch is stagnant.
- 4. IS THE PRODUCT OR THE BRAND IMAGE STAGNANT? Brand Image PR/ News In-Store Visit Consumer Survey
- 5. CULTURE The definition of cool has changed.
- 6. WHAT MAKES SOMEONE COOL “She doesn't give a f***. She is cool because she does her own thing and doesn't care what other people think.”
- 7. CATEGORY How do people use technology in their shopping experience? Question:
- 8. CATEGORY How do people use technology in their shopping experience? Question: Answer: Not as point-of-purchase, but to gather inspiration/browse.
- 9. The gang at Coachella Road Trip! #ootd TARGET MARKET
- 10. OVERALL STRATEGY Feature the products in contexts that are relatable to the target market.
- 11. STRATEGY ROADMAP Overarching Idea Shift Brand Image Execution Give clothing a story
- 12. STRATEGY ROADMAP Overarching Idea Shift Brand Image Execution How to: • More relatable models • Integrated experiences • More mature tone
- 13. STRATEGY ROADMAP Overarching Idea Shift Brand Image Execution • Integrate App, Website, & in-store • Presence on shopping aggregators
- 14. EXECUTION Digital App In-Store Integration
- 16. APPENDIX Road Trip with A&F App Launch Campaign Suggested travel locations Pit stop partnerships Rewards system App integration
Notes de l'éditeur
- -evaluate current assumptions, boil them down
- MARISA
- MARISA