Abercrombie & Fitch IMC Plan Document - Vienhang …vienhangyeung.com/Coursework/Advertising...
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Abercrombie & Fitch IMC Plan Document
Background
Abercrombie & Fitch, once popular for its sexy models and logo heavy apparel,
have been experiencing falling sales for 11 consecutive quarters since 2012 (Shen).
Stores are closing around the rate of 60 per year (Gensler) as the teen retailer fails to
adapt to shifting consumer tastes towards cheaper fast fashion and body positivity. Under
these pressures, A&F is now going through major merchandise and brand image
transition with less racy advertising, more plus sized clothes, less logo, and toning down
its stores’ nightclub vibe (Sanchez).
Our market survey shows that when it comes to shopping for clothes, people care
most about low price, having a range of sizing options, and high quality. A&F has
already addressed their issue with sizing ranges; however, since offering both low prices
and high quality is a difficult strategy to pursue, we have chosen to emphasize A&F’s
already high quality and attempt to reshape A&F into a likable lifestyle brand. Presently,
fast-fashion retailers like Zara and H&M are leading the retail market in sales. (Halzack).
One type of company competing well with these fast fashion brands are lifestyle brands
that emphasize quality while connecting with consumers through brand storytelling and a
strong brand image (Budds). Thus, our IMC thesis is to position A&F as a lifestyle brand
that can compete with these fast fashion brands. While A&F might not be thought of as a
lifestyle brand now, they are closer to that classification than to a fast fashion brand.
Objective and Target of the Campaign
Our research found that A&F was the least liked brand among 22 companies
under the specialty-retailer category according to the American Customer Satisfaction
Index (Shen). Therefore, with regards to the CEP, the primary goal of our campaign is to
increase liking among those who are already high in knowledge and awareness
(Appendix, page 2). This will increase the number of people who move on to the next
stages of the pyramid, including purchase.
The primary targets of our campaign are urban high school teens and young
adults. We are aware that the current desire of our targeted segment is to look trendy and
cool and feel part of an “in-group”. Concurrently, our secondary target market will be
parents, as they have superior purchasing power for their children. While we need not
target both groups, our strategy will not be one that alienates parents. In other words, we
will avoid being overly racy with our strategy (Appendix, page 2).
The Campaign and its Basis
With these objectives in mind our new brand positioning statement is as follows:
“For young adults aged 13 to 15, Abercrombie & Fitch is a teen lifestyle fashion brand
that offers effortless quality because the clothes are built for your fun, active lifestyle.
A&F is cool and laid-back.”
In order to communicate this new BPS, our IMC campaign is called “Slow Down
and Live” and it focuses on reinvigorating the brand image to engage more with today’s
social media connected teens. As mentioned above, lifestyle brands are able to compete
in the fashion market by creating a strong brand identity that tells a story and connects
with the brand’s customers in a personal way. As such, our campaign will focus on
enhancing A&F’s image to more easily connect with our customers, thus solidifying
A&F as a lifestyle brand that is worth spending a few extra dollars for superior quality.
Further, our campaign will also be positioned as a category essence type of strategy,
where we will try to resonate with our target’s concerns of looking effortlessly cool. We
chose to do this because we understand that in such a crowded space like the fashion
market where it is difficult to differentiate with PODs, it is important that consumers
know that we care about their primary concerns. An outline of the full campaign can be
found in the slides attached in the appendix.
The basis behind using social media influencers (YouTubers and bloggers) in our
campaign comes from takeaways pertaining to buzz marketing and using spokespeople.
Also, we recognize that the primary contact points for teens are through social media
channels and online sites. For our target market of teens, these influences are their
celebrities. Additionally, since most teens recognize that these influences are still regular
people, it gives an advantage of being relatable. In fact, 73% of teens find YouTube stars
more relatable versus only 45% to traditional TV and movie celebrities (Tech Insider).
Research also shows that influencer marketing really works. A study from Burst Media
cited by Ad Week found that influencer campaigns earn $6.85 for every $1.00 spent
(Coffee). This is a great return on our investment.
Further, we believe that the buzz marketing aspect will work well for us due to the
Fundamental Attribution Error, Self-Perception, and Conative Approach. Fundamental
Attribution Error means that consumers will not sufficiently discount that the influencers
they follow are incentivized to talk about and wear A&F. By encouraging consumer use
of the #slowdownandlive hash tag, consumers are encouraged to advocate for and take
action on behalf of the brand, taking advantage of the self-perception theory. Similarly to
the Sony case discussed in class, consumers will try to use the hash tag to get featured on
A&F social media pages. Finally, by giving influencers discount codes for their fans to
use, we can help facilitate trial of our clothes through the conative approach. Nonetheless,
we will still incorporate some traditional media advertising via magazine ads because, as
we learned in class, organic buzz should follow, but not precede traditional advertising.
Furthermore, since A&F products can be categorized more as a low interest
product than a high interest one, using spokespeople will increase liking. By ensuring that
our many influencers are attractive and likeable, we will enhance the chances of success
from this aspect of the campaign. Lastly, we will be using a large number of influencers
used to minimize the negative effects from the 6 Deadly D’s (Destroy, Dilute, Defect,
Distract, Die and Dominate) and any other controversies that may arise in the future.
For the guerilla marketing aspect of our campaign, we will implement the “Slow
Down” walls. These walls have three characteristics: bright colors, an engaging quote,
and an interactive element. For example, a bright red wall would have the quote “Stop
and Smell the Roses” alongside a painted rose. The bright red makes the wall stand out
while the quote and rose encourages interaction. The A&F logo and #slowdownandlive
will be small. Ideally, people will slow down to take a picture with the wall and post it to
social media. Locations of the walls can be found on the A&F website.
We chose to use this approach over a soft-sell image approach because the latter
tends to be ignored and forgotten quickly. On the other hand, we believe that the “Slow
Down” walls will successfully encourage memorability, as it induces consumer
interaction. We will be taking advantage of a current popular trend among teens and
young adults to take pictures in front of walls – such as Paul Smith’s Pink Wall and the
Global Angel Wings Project Wall – and post them on Instagram. Furthermore, the “Slow
Down” walls will allow for a metacognitive route to persuasion by acting as a surprise
factor that can break down defensive barriers. When passersby’s first interact with the
wall, they will likely not notice the A&F branding. After taking pictures and actually
taking the time to slow down and take fun pictures, they will be in a happy, relaxed
mood. With the barrier broken down, once they notice that the wall is sponsored by
A&F, they will be more willing to associate the laid-back, slow down and live message
with A&F. This is similar to the Budweiser case discussed in class where people were
invited to taste beer, and only after they decided that they liked it, they were told that it
was Budweiser.
Metrics and Conclusion
Since the goal of the campaign is to increase liking, relevant metrics for success
will be tracked to evaluate the campaign’s effectiveness. The slides in the appendix have
an outline of which metrics will be used to determine success (Appendix, page 6).
Finally, Abercrombie should consider challenges ahead. The brand still faces
competition from fast fashion, and by choosing to remain a lifestyle brand and emphasize
high quality with higher prices, A&F may not capture people who are looking for cheap
clothes. However, by building up the brand’s image and liking among the target market,
we hope that teens interested in the brand will consider A&F clothes to be a worthwhile
purchase. Further, though some customers might not be receptive to the new image, we
believe that the new image will attract new customers without alienating our current base,
as we are maintaining an image that is aspirational yet relatable. In the future, A&F
should continue to use the influencers who generated the highest number of discount
code uses, and could structure new campaigns around certain times of the year such as
back to school, winter holidays, or spring break (Appendix, page 6).
Works Cited
Budds, Diana. "Five Storytelling Strategies For Creating a Lifestyle Brand." Fast Company.
Fast Company, 12 Nov. 2015. Web. 7 May 2016.
Coffee, Patrick. "Study: Influencer Marketing Pays $6.50 for Every Dollar Spent."PR
Newser. AdWeek, 26 Mar. 2015. Web. 7 May 2016.
Gensler, Lauren. "Abercrombie & Fitch Surprises Investors With Same-Store Sales Gain."
Forbes. Forbes, 2 Mar. 2016. Web. 7 May 2016.
Halzack, Sarah. "Aeropostale Files for Bankruptcy, Plans to Close 154 Stores."The
Washington Post. The Washington Post, 4 May 2016. Web. 7 May 2016.
Sanchez, Karizza. "Can Abercrombie & Fitch Be Cool Again?" Complex. Complex Media,
24 Mar. 2016. Web. 7 May 2016.
Shen, Lucinda. “This Is The Most Hated Retailer in The U.S” Fortune. Fortune, 25 Feb.
2016. Web. 7 May 2016.
Tech Insider. "Why Teens Idolize YouTube Stars More than Hollywood Celebrities." Tech
Insider. Business Insider, 11 Nov. 2015. Web. 7 May 2016.
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IMC Plan
Background Objectives Campaign Basis Evaluation
AgendaI. Background
A. Background of Abercrombie & FitchB. Industry TrendsC. Competitor Analysis
II. ObjectivesA. Communications Effects PyramidB. Target Market C. New Brand Positioning Statement
III. CampaignIV. Basis V. Evaluation
Background of A&F
Background Objectives Campaign Basis Evaluation
Key Points
● Declining sales
● Merchandising and
brand image transition
● Less sexy models,
more toned down vibe
Background Objectives Campaign Basis Evaluation
Industry Trends
Fast fashion
Decline of traditional mall stores
Body positivity
Online & mobile shopping
Sustainable & socially responsible brands
Lifestyle brands
High volume of in-store sales
Sex Sells
Emphasis on brand name on clothes
Previous Current Future
Background Objectives Campaign Basis Evaluation
Competitor AnalysisFast Fashion Lifestyle
Objective of Campaign
Background Objectives Campaign Basis Evaluation
Convey Brand Personality: Emphasizing an adventurous, youthful personality that consumers can relate to
Revamp Social Media Presence: Creating a lifestyle-focused social media profile with subtle A&F logo features
Increase Liking With Target Consumer: Address low liking that can then boost preference, trial, and sales
Communications Effects Pyramid
Background Objectives Campaign Basis Evaluation
5%
20%
25%
40%
70%
90%
Regular use/ Repurchase
Trial
Preference
Liking
Knowledge/ Comprehension
Awareness
Based on surveys of 70,000 consumers, Abercrombie &
Fitch was the least liked store among 22 companies under specialty-retailer category.
Target Market
Background Objectives Campaign Basis Evaluation
Own: Older Teens, Young Adults
Attract: Young teens, tweens
Accept: Parents
Finding a POD
Background Objectives Campaign Basis Evaluation
FOR: Lifestyle Fashion BrandThis is a very crowded
category where finding a POD is difficult. Many
brands offer similar quality and price, so we have chosen a POD that
also encompases an image.
Therefore, we are pursuing a category essence strategy.
POD: Effortless Quality
FOR Goal: Quality clothes that reflect customer’s lifestyle
A&F
RTB: Clothes built for fun, active lifestyle
Comp.
“For young adults aged 13 to 25, Abercrombie and Fitch is a
teen lifestyle fashion brand that offers effortless quality because the clothes are built for your fun, active lifestyle.
Abercrombie and Fitch is cool and laid-back.”
New Brand Positioning Statement
Background Objectives Campaign Basis Evaluation
#SlowDownAndLive Campaign
Background Objectives Campaign Basis Evaluation
OfflineFashion Magazines
Guerilla‘Slow Down’ Walls
Image-based and soft-sell, three-pronged approach:
1. Online aspect - Fashion Bloggers, YouTube Stars, #Hashtag, Instagram2. Offline aspect - Fashion Magazines3. Guerilla aspect - Something to do with CSR
Overview of Campaign
Background Objectives Campaign Basis Evaluation
Image-based, Category Essence, Reach Campaign
Online#Hashtag
Fashion Bloggers
YouTube Stars
Landing Page
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Increase Buzz via Celebrities
Background Objectives Campaign Basis Evaluation
YouTube Stars Fashion Bloggers
- Stars wear A&F clothes in videos- Personalized discount codes for
stars to promote to viewers
- Bloggers wear A&F clothes and utilize #slowdownandlive
- Personalized discount codes
From...
Redesign Instagram Account
Background Objectives Campaign Basis Evaluation
To...
Revamp Landing Page
Background Objectives Campaign Basis Evaluation
Key Points
● First thing new customers see when they come to shop
● Says “Slow Down and Live”
● Includes pictures of influencers from the campaign hanging out
● Ties the campaign together
Slow Down And Live
Time to relax and live a little
Feature in Fashion Magazines
Background Objectives Campaign Basis Evaluation
Key Points
● Similar feel to the landing page● Photoshoot for the ad uses influencers as
models● Copy for ad talks about ways to
#slowdownandlive this summer in your Abercrombie clothes
● Reach>Frequency: Ads used to kick off the campaign. Only need one ad per magazine in one issue
“Slow Down” Walls
Background Objectives Campaign Basis Evaluation
Bright pop of color that stands out from surrounding environment
Minimal Text
Branding is small and not the first thing someone notices
Walls painted in major urban centers and near college campuses
Encourages posing and interaction with the wall
Hashtag promotes sharing
Buzz Marketing/Spokespeople
Background Objectives Campaign Basis Evaluation
YouTubers and Bloggers exist in a space between “celebrity” and
“regular people”
73% of teens feel close to YouTubers vs. 45% feeling close
to TV/Movie stars
Buzz Marketing
Background Objectives Campaign Basis Evaluation
Consumers who post pictures
#slowdownandlive will feel more loyalty and
allegiance to the brand
Personalized discount codes promote trial by
new customers or people who might not
have previously thought of buying A&F
If influencers wear Abercrombie,
regardless of whether they were paid or not, their followers will still develop a positive link between them and the
brand
Fundamental Attribution Error
Self-Perception Theory Conative Approach
Spokespeople
Background Objectives Campaign Basis Evaluation
By using a large number of influencers with slightly different but overlapping fan bases, we should be able to dilute any of the negative effects associated with the 6 Deadly D’s of
Spokespeople
The Walls
Background Objectives Campaign Basis Evaluation
Relevant
Surprising
Interactive
Visualization
Capitalizes on trend of millennials posing with walls on Instagram (see Paul Smith pink wall in LA)
People interact with wall before realizing that it’s an advertisement, especially an ad for Abercrombie!
Encourages people to pose with it and post about it on their social media
While this doesn’t help people visualize themselves with the Abercrombie product, it ties them into the new brand image, which should help increase liking
Metrics for Success
Background Objectives Basis EvaluationCampaign Evaluation
Number of new followers
Use of hashtag
Pictures with the walls
Engagement on posts
Formal Market Research
Analysis of positive and negative sentiments on
social media
Track use of each personalized coupon
code to see which influencers generated
the most sales
Coupon Codes Social Media Interaction Attitude Shift
Looking ahead
Background Objectives Basis EvaluationCampaign Evaluation
Analyze use of coupon codes to decide which influencers to partner
with in future campaigns
Run similar campaigns around events such as
Back to School, Holidays, Spring Break,
Festival Season, etcPaint more walls in new
cities, change up wording if campaign
slogans change
Conclusions
Background Objectives Basis EvaluationEvaluationCampaignCampaign
When planning a buzz marketing campaign,
think of who your target customers would listen to
When there is no clear POD, brands can use
an image-based category essence
strategy to promote liking
Lifestyle brands can be both aspirational and relatable with the use
of the right imagery or spokespeople
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