abercrombie & fitch mobile insights and strategy
DESCRIPTION
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, PhDTRANSCRIPT
![Page 1: Abercrombie & Fitch Mobile Insights and Strategy](https://reader034.vdocuments.net/reader034/viewer/2022042607/557eb003d8b42a1e438b4942/html5/thumbnails/1.jpg)
Abercrombie & Fitch A Digital Media Strategy
ROUNDTABLE MEDIA
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Determining the Problem
CATEGORY
CULTURE CONSUMER
COMPANY
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COMPANY
Key Assumption: Abercrombie & Fitch is stagnant.
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IS THE PRODUCT OR THE BRAND IMAGE STAGNANT?
Brand Image
PR/ News
In-Store Visit
Consumer Survey
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CULTURE
The definition of cool has changed.
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“She doesn't give a f***. She is cool because she does her own thing and doesn't care what other people think.”
WHAT MAKES SOMEONE COOL
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CATEGORY
How do people use technology in their shopping experience? Question:
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CATEGORY
How do people use technology in their shopping experience? Question:
Answer: Not as point-of-purchase, but to gather inspiration/browse.
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The gang at Coachella
Road Trip! #ootd
TARGET MARKET
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OVERALL STRATEGY
Feature the products in contexts that are relatable to the target market.
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Overarching Idea
Shift Brand Image
Execution
STRATEGY ROADMAP
Give clothing a story
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Overarching Idea
Shift Brand Image
Execution
STRATEGY ROADMAP
How to: • More relatable models
• Integrated experiences
• More mature tone
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Overarching Idea
Shift Brand Image
Execution
STRATEGY ROADMAP
• Integrate App, Website, & in-store
• Presence on shopping aggregators
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EXECUTION
Digital App In-Store Integration
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Questions?
ROUNDTABLE MEDIA
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APPENDIX
Road Trip with A&F
App Launch Campaign
Suggested travel locations
Pit stop partnerships
Rewards system
App integration