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Semelhante a 2013 A&F 品牌行銷策略分析簡報
Semelhante a 2013 A&F 品牌行銷策略分析簡報 (20)
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2013 A&F 品牌行銷策略分析簡報
- 1. Irene
- 2. Fashion conscious male and slim female aged 18 to 25 who are cool and attractive
- 3. “In every school there are the cool and popular kids, and then there are the not-so-cool kids. we go after the cool kids A lot of people don't belong, and they can't belong. Are we exclusionary? Absolutely.“ Mike Jeffries, 2006
- 5. Sensory marketing - Sight
- 6. Sensory marketing - Sight
- 7. Sensory marketing - Sight
- 8. Sensory marketing - Hearing
- 9. Sensory marketing - Smell
- 12. Expend in Asia and middle east http://www.youtube.com/watch?v=y_8ToiummuU
- 13. Polaroid
- 16. Sex no longer sell? • Revenue fall by 2.5% in 2012 • Mike Jeffries’s controversial comments
- 19. “Abercrombie and Fitch doesn’t want to create the image that just anybody, poor people, can wear their clothing. Only people of a certain stature are able to purchase and wear the company name.” Mike Jeffries, 2013
- 21. Sex no longer sell? • • • • Revenue fall by 2.5% in 2012 Mike Jeffries’s controversial comments Certain look and style Low loyalty young customer
- 22. Recommendations • Meaningful message T-shirt • Charity activity • Expend to Asia and Australasia
- 23. Retail Sales Forecasts In 2014 (US $tm) 1.63 0.6 Asia and Australasia North America Western Europe, 2.94 North America, 4.0 6 Asia and Australasia, 9.24 Western Europe Latin America Middle East and Africa
- 24. Recommendations • • • • • Meaningful message T-shirt Charity activity Expend to Asia and Australasia Online shopping store Don’t publish unreasonable comments!
- 25. Thank you!