Case study
Identify the case by name, state the problem the case is trying to solve. Based on your
understanding of the case do you agree with the recommendations, if so why? If not please
provide you own recommendation to resolve the business problem.
The case study that I chose is that of Abercrombie and Fitch's Brand Reinvention. This case
study will focus on the American clothing retailer Abercrombie and Fitch, which also has stores
throughout the world. Following the backlash from customers in this particular situation,
Abercrombie and Fitch outlets made an attempt at brand reinvention. The retailer's marketing
tactics were the main problem. Fashion retailers used flawless models with the ideal body types
to promote their clothing, as was the norm a few years ago. Additionally, using raunchy models
was popular and considered appealing to potential clients. However, there have been many
revolutions in marketing tactics and consumer preferences, making racy advertising with
flawless models seem out of date and unattractive to consumers. Abercrombie and Fitch lost a lot
of customers and sales because they failed to recognize the shifting marketing winds in a timely
manner. Thus, the continuous and launched reinvention aims to win back clients and maintain a
competitive edge in the fashion industry.
I concur with the suggestions and steps taken, especially in light of the current situation and how
Abercrombie and Fitch's new management is attempting to fix it and put the brand back on
course. In order to reduce the expense of maintaining them, Abercrombie and Fitch had to shut
down any inactive or passive outlets. This made it possible to guarantee higher quality in the
still-open stores. Another crucial action to win back consumers' loyalty is to give customer
feedback top consideration. Trends are important in the realm of fashion, and these trends are
mostly set by the public. Another essential stage in raising professionalism and ensuring a
seamless reinvention of the organization was the hiring of skilled managers and other staff.
Finally, it is advisable to use social media as a trend-setter for promoting Abercrombie & Fitch's
products. This will help the company attract more customers from a variety of generations and,
as a result, boost the number of people who frequent the brand's retail locations.
Reference
https://www.businessoffashion.com/case-studies/retail/abercrombie-fitchs-brand-reinvention-
download-the-case-study/
