Abercrombie & Fitch Mobile Insights and Strategy

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Abercrombie & Fitch A Digital Media Strategy ROUNDTABLE MEDIA

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, PhD

Transcript of Abercrombie & Fitch Mobile Insights and Strategy

Page 1: Abercrombie & Fitch Mobile Insights and Strategy

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