Questionnaire Results

Questionnaire

> Overall 31 people took part in the survey.

> For the age question the most popular age group was 18-24 which fits into Abercrombie and Fitch's main target age group which is 18-34.

> 17 more females answered the questionnaire than males potentially suggesting that more women are interested in Abercrombie and Fitch and that they are the main consumer for the brand.

> The main employment bracket that answered the questionnaire was students which again fits into the age range that Abercrombie and Fitch target towards, suggesting that this is the actual age range that takes an interest in what the brand is doing.

> The questionnaire shows that there isn't much difference between people's preference of shopping instore or online as with these answers there is only a difference of 2 with 5 people answering that they don't have a preference at all. Abercrombie and Fitch both sell online and instore and so are catering to both preferences. However in the UK there are only 2 Abercrombie and Fitch stores in the country and so this could turn away the customers who don't prefer to shop online.

> Majority of people answered that the store aesthetic is the most important part of their instore experience. I think Abercrombie and Fitch cater to this well as they have a distinct style of their store interior that makes it feel like an Abercrombie store rather than just a general clothing store. For example the stores tend to have specific elements that are known to be Abercrombie and Fitch such as spotlights lighting up displays. The stores also tend to have unique wallpapers and flooring unlike more typical high street stores such as H&M which tend to have plain white walls and floors.

> 64.52% of people who answered the questionnaire answered that they have never actually shopped at Abercrombie and Fitch. I think this is the most popular answer because the questionnaire was answered by people from the UK where there is only 2 stores. Abercrombie and Fitch are also primarily an America Brand as that's where it originates from and so if people from America answered the survey I think that the results would have been quite different. The rest of the answers also showed that people have not recently shopped at Abercrombie and Fitch suggesting that its popularity is declining.

> The most popular answer for what people find most important when buying clothes was reputation. This answer could correlate with the answers for when people last shopped at Abercrombie and Fitch as it can be argued that over the last decade Abercrombie's reputation hasn't always been the best and so could have effected people's buying habits and turned them away from shopping there. 

> Topshop and Urban Outfitters both received 19 for where people are most likely to shop at. If you take this into consideration with the most popular age group of who answered the questionnaire, which was 18-24, this shows that teens and young adults would rather shop at the more expensive high street stores which also sell brands rather than Abercrombie and Fitch as only 1 person answered that they would shop there. It could potentially be argued that Abercrombie and Fitch haven't got enough of a selling point for that specific age group to pull them away from competitors such as Topshop and Urban Outfitters.