What Are The Four Things A&F Has Been Trying To Do?

Let's take stock of the new layout that A&F has completed.

Levine once helped Club Monaco open the new world of men's clothing after Rogues Gallery and Jack Spade. It made Club Monaco more and more like a high quality fabric with exquisite design in recent years.

By opening an independent men's shop and co operating with Mr. Porter, a Levine shopping center, the brand has attracted many young people who are pursuing an introverted and implicit trend.

Levine clearly understood the purpose of A&F's search for him. When the jeans and suspender skirts were arranged in a uniform manner, the campus spirit of the United States was no longer represented in the eyes of the Millennials. A&F needed to understand what exactly was fashionable.

Levine recommends that Abercrombie make fashion reforms and fight against fast fashion brands that are eating away from their market share.

Because the designer has proved his strength in this field in the past.

Manpower adjustment is not only for designers.

In December 2014, A&F changed her 70 year old CEO Mike Jeffries.

The board ended the old system separated by the chairman and CEO, appointed 7 new independent directors, and a long-term chief operating officer, Jonathan Ramsden.

Abercrombie has also appointed a new chairman for the same brand, children's wear and Hollister sub label.

A&F believes that the new structure is more dynamic and will be more receptive to new ideas in the future.

In 2014, A&F announced that it wanted to remove or reduce the brand Logo printed on its clothes. At the end of last month, the "go Logo strategy" was also overheated and A&F resumed Logo.

In the final analysis, I am afraid it is because A&F found that it would be useless to get rid of Logo, and it would be useless for Logo to decline. No Logo would refuse to lower the price.

And other brand competition.

In July of this year,

And vice card Hollisters must get rid of the "sexy" image that has been carefully constructed.

Naked men will be officially abdicated, brand will no longer rely on sexy marketing to attract consumers.

At the same time, once darkened stores will have a big change.

A&F has to turn on the lights in the retail store, remove the shutter, increase the size of the clothes, turn down the volume of the music in the shop, and turn the Cologne Eau De Toilette to 25%.

In order to match these changes, A&F

It also caters to young people.

It closed 60 US stores and invested money in the development of e-commerce platforms.

And to cooperate with Instagram and Snapchat, trying to stimulate young people's interest through social media stars and fashion bloggers.

This brand, which has always been proud of its pricing and brand strategy, has become the first large-scale fashion retail brand to decide to take the initiative to contact social media.

It took a long time to find teenagers too hard to please.

According to Business Insider, A&F recently announced that its Abercrombie no longer cares about teenagers. It decided to increase the target customers' age.

Once positioned as a junior high school student, it now wants to locate college students and graduate students, but not as old as 35.

Because young people are now pursuing more fashionable and mature designs, which is probably why A&F dug Club Monaco designers.

Both Abercrombie and Hollisters will face new fashion classification. The brand also invited the first celebrity spokesperson, Lucy Hale, who is both a singer and an actress. She is 26 years old.

In addition, Abercromie will also increase cooperation with the third parties to ensure that design updates are more and more advanced.

The new market positioning means that A&F has to learn from fast fashion brands, and now it has seized one of the characteristics of fast fashion, rapid global expansion.

Last year, it opened its first store in China. Now two are in Shanghai and Chengdu.

In Asia, A&F has released its own direct selling business for consumers.

In South America, it has also signed the licensing authority with Mexico.