Current Brand Market Position and Competitors Moodboard

For the current brand market position and competitors mood board I included Abercrombie's recent campaigns such as their "Do it in Denim" 2018 campaign that relaunched their denim range and included 30 models of different sizes, ages and ethnicities to reflect the vastness and versatility of Abercrombie's denim collection. I included some of the images from the campaign shoot which feature models in very natural situations such as laughing and hugging which gives off a very friendly feel to the whole campaign, which is a stark contrast to classic Abercrombie and Fitch campaigns from the early 2000's which would feature very serious looking sexualised models. I feel like Abercrombie's campaigns are very similar to their competitor Jack Wills' as their adverts also consist of candid shots of models of their target market age. Both Abercrombie and Fitch and Jack Wills position themselves in the market as more premium brands with products with added value, and I think they achieve this through their hero products such as T-shirts with the brand name or logo as these are more desirable to a customer because of the reputation an item brings that is branded over a T-shirt that is from a more high street brand such as Topshop. The brand visuals that are featured with both A&F and Jack Wills, I think, are simple and clean looking, with large text that gets straight to the point such as Abercrombie's "THIS IS ABERCROMBIE AND FITCH".