The document proposes three new product concepts for Abercrombie & Fitch to target millennial customers: 1) a business casual line, 2) designer collaborations, and 3) partnering with trunk club. Primary research found that millennials were most interested in a business casual line. The recommendation is for Abercrombie & Fitch to launch a high-quality business casual line that provides work-appropriate styles for millennials at an exclusive price point with great customer service.
4. NEW PRODUCTS OVERVIEW
CONCEPT 1:
BUSINESS CASUAL
CONCEPT 2:
DESIGNER COLLABORATION
CONCEPT 3:
TRUNK CLUB
“Abercrombie & Fitch
Business Casual Line is the
only dress-up clothes line
that allows you to buy
numerous stylish products to
wear for different occasions.”
“Partnership with famous
designers is the only fashionable
mixing that gives you distinct
collections to wear.”
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“Trunk club is the only trendy
and popular website that
grants you personal stylists
assisting you in choosing
designer casualwear at this
upscale outfitter.”
5. BUSINESS CASUAL LINE
• Respondents mostly buy Business Casual Clothes at H&M (59%) and Zara (50%).
• Most of the respondents buy Business Casual Clothes 2 to 3 times a year.
• From them, they would purchase Business Casual Clothes from Abercrombie & Fitch
depending on what product from the line.
• Most of the respondents are unlikely to buy Business Casual Clothes at A&F.
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8. DESIGNER COLLABORATIONS
94% of the respondents don’t know any companies, models or brands currently
working with Abercrombie & Fitch.
At the same time, 50% of them don’t know any stores collaborating either.
70% of respondents think that collaborating it’s positive.
J. Crew is the most wanted to see collaborating with A&F.
94% of respondents would buy Abercrombie & Fitch collaborative products again it
they were satisfied.
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11. TRUNK CLUB
75% of the respondents don’t know services similar to Trunk Club.
MensStyleLab, Amazon and Five Four Club are the main services cited.
Most of the respondents (54%) are interested in using Trunk Club.
71% of them like the idea of a personal shopper.
Most of the respondents think that it would be unintrigued for
Abercrombie & Fitch to partner with Trunk Club.
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12. 4 FACTOR MODEL
Trunk Club
Partnership
Personal
Shopper
Luxury
Online
Shopping
Quality
Subscription
Mature
A&F
Ameri
c-an
Classic
Personal
Shopper
Mature
Online
Shopping
Customer
Service
Luxury
Quality
Prepp
y Style
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Trunk Club
Partnership
Logo
Overpric
ed
Lost in
the Mix
of
Competit
ors
Too
Many
Channel
s
A&F
Logo
OverpricedToo Many
Channels
(+)
(-)
14. OVERALL RECOMMENDATIONS
BUSINESS CASUAL DESIGNER
COLLABORATION
TRUNK CLUB
YES NO NO
3 BRAND EXTENSION CONCEPTS
WINNING CONCEPT IS BUSINESS CASUAL!
Of the three proposals, Business Casual was most liked by the
respondents in our primary research. While the other two ideas had
potential, business casual would increase equity of existing A&F by
increasing complimentary purchase and purchase intent.
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16. OVERALL RECOMMENDATIONS
WINNING CONCEPT: Business Casual
POSITIONING:
“A&F’s business casual line is the only apparel
line provides a unique shopping ambience to
Millenials in need of a more professional
attire.”
TARGET MARKET:
MILLENNIALS: 18-24 yr. olds (college-aged
students), 25-31 yr olds (young adults in
business)
CLASS | CATEGORY | TYPE:
Direct Competitors: Zara, Express, H&M
Indirect Competitors: Target, Anthropologie,
TJ Maxx, Marshalls, Nordstrom Rack,
POPs PODs
• Work appropriate
• Professional
• Various styles
• Multiple color options
• Large consumer base
• More exclusive price
strategy
• High quality fabric
• American heritage style
• Great customer service
• After purchase service
HIGH
QUALITY
FABRIC
LOW
QUALITY
FABRIC
WORK
APPROPRIATE
CASUAL
CLOTHING
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