Current Social Media/Influencer Marketing/Marketing Mix Moodboard

To create a mood board for Abercrombie and Fitch's current social media status I firstly looked on their Instagram, Twitter and Facebook. On Instagram they have 3.7 million followers, Twitter 567.4k, and Facebook 8.5 million. Despite their Facebook having the most followers people are more active on their Instagram with the most popular posts gaining upwards of 35,000 likes. Due to its activity I used images from their Instagram for my mood board, however A&F do re-use posts and post the same uploads across all of their social media platforms, so all images can also be found on their Twitter and Facebook. On their social media posts Abercrombie promotes products in different forms such as models wearing them at Abercrombie and Fitch photoshoots, flat lays of outfits, and reposts of other Instagram users wearing A&F clothes. I think the range of ways that the products are presented is helpful to customers as for example with actual people wearing the products rather than an Abercrombie specific model, shows how the clothes perform in a more natural way and so can help with judgement of whether to buy or not. They Also utilise features on Instagram such as "Tap to view products" where customers can view the price of the product featured in the photo and be taken to the Abercrombie and Fitch website to buy. Abercrombie and Fitch have used influencer marketing through their sister brand, Hollister, by releasing collaborations with celebrities such as singers Noah Cyrus and Khalid in a 2018 back to school campaign. A&F also break up their posts of products with posts of places and "travel inspiration". I think this is done to promote their target Abercrombie and Fitch customer and to make people think if they buy Abercrombie and Fitch products they will be able to achieve the lifestyle presented on their social media.