Brand Positioning

Brand Positioning Maps

> A brand positioning map displays the perceptions of customers or potential customers.

> Shows where a brand sits in its market.

> Typically the position a company's product, product line or brand is displayed relative to their competition.

Current Brand Positioning Map:

> For the current brand positioning map I used the dimensions of High Price, Low Price, Fashionable and Basic Design.

> Currently I think Abercrombie and Fitch sit at quite a high price with basic designs that are still somewhat fashionable.

> I think their closest competitors are Jack Wills, who also sit at a high price with basic designs, and American Eagle Outfitters who sit at a high price but are further on the fashionable side of the map.

Proposed Brand Positioning Map:

> For the proposed brand positioning map, due to my recommendation of Abercrombie and Fitch becoming more of a homeware and lifestyle brand I added two new dimensions to the map. I added Traditional Style and Modern Style but kept the dimensions of High Price and Low Price.

> When I added Abercrombie and Fitch's proposed competitors to the map such as Anthropologie, Urban Outfitters Home and The White Company a gap in the map appeared for premium priced and modern style homeware and so I think this is where A&F should enter the market.

> I think Abercrombie will sit well between Urban Outfitters Home, being slightly high priced with modern style, and The White Company being high priced with traditional style with some modern style as a good middle ground as I think Urban Outfitters Home appeals more to a younger demographic (18-28 target market age) and The White Company is more for an older customer (25-50 target market age) and so A&F will fill the gap of around 26-34 year olds.