Moodboard Critical Analysis

For my group mood board critical analysis I presented my proposed brand market position and competitors mood board. I presented my recommendation that Abercrombie and Fitch should rebrand as a homeware and lifestyle brand. I included images to represent this such as the homeware items that they already sell, such as candles and blankets, and suggested that they should expand on this and sell my décor items. I also presented the idea that they should adapt Hollister to include the clothing already under Abercrombie and Fitch so that the company has one central clothing brand. These ideas were well received and I was offered feedback to explore the homeware recommendation by thinking more about what the new product line could include and also who Abercrombie and Fitch's new competitors would be. Based on this advice I created a new proposed brand market position and competitors mood board:

For my new proposed brand market position and competitors mood board I included suggestions of products that Abercrombie and Fitch could sell as a homeware brand. I think the product line should include American and outdoor themed products showing that Abercrombie and Fitch will stick to their heritage of being an American brand who used to produce outdoor sports equipment and outerwear. I also included brands that I think would be Abercrombie and Fitch's new competitors, such as Anthropologie and Urban Outfitters Home, and some examples of products that they sell.