Recommendations

Recommendations:

The Brand:

> I think that Abercrombie and Fitch should become a premium homeware and lifestyle brand and should readjust their clothing line to all be under their sister brand Hollister.

The Logo:

> Abercrombie and Fitch should only have one logo to avoid confusion and to show a stronger brand identity. I think they should remain with the written text logo as it is the simplest and the most mature looking which will fit with their new recommended target audience.

Target Market:

> I think Abercrombie and Fitch's new target demographic should be older, around 26 to 34 years old, mainly female, potentially with a family and a steady amount of disposable income.

Products:

> The new product range should include homeware items such as décor, candles, blankets, cushions, vases etc.

Social Media:

> Abercrombie and Fitch need to reimagine their social media platforms to receive more engagement. They could do this by diversifying their different online accounts to have specific and different content on specific social medias. They could also introduce features such as online competitions to rouse more interest.

Location:

> As Abercrombie and Fitch have a strong brand heritage and pride themselves on being an American brand they could leave their international markets by closing stores in other countries and only have physical stores in America to bring exclusiveness to the brand.

Stores:

> Redesign the stores to remove Abercrombie and Fitch's reputation of being a dark and loud place that is too intimidating to enter. They should brighten the interior and remove the spotlights to make viewing products easier.