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

Marketing

Abercrombie & Fitch
A Digital Media Strategy
ROUNDTABLE MEDIA

Determining the Problem
CULTURE
COMPANY
CONSUMER
CATEGORY

COMPANY
Key Assumption: Abercrombie & Fitch is stagnant.

CULTURE
The definition of cool has changed.

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.”

CATEGORY
How do people use technology in their shopping experience?
Question:

CATEGORY
How do people use technology in their shopping experience?
Question:
Answer:
Not as point-of-purchase, but to gather inspiration/browse.

The gang at Coachella
Road Trip!
#ootd
TARGET MARKET

OVERALL STRATEGY
Feature the products in contexts that are
relatable to the target market.

EXECUTION
Digital App In-Store Integration

APPENDIX
Road Trip with A&F
App Launch Campaign
Suggested travel locations
Pit stop partnerships
Rewards system
App integration

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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

15. Questions? ROUNDTABLE MEDIA

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

Abercrombie & Fitch Mobile Insights and Strategy

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