B9MK123 Contemporary Consumer Behaviour Case Study Answer

Background

Abercrombie & Fitch (A&F) is a popular American clothing brand that has been around for more than a century. However, in recent years, the company has experienced a significant decline in sales and has struggled to maintain its once-prestigious brand image. This decline has been attributed to various factors, including controversies surrounding the company's marketing tactics and discrimination allegations. In the Netflix documentary "White Hot: The Rise & Fall of Abercrombie & Fitch," the company’s history and causes of its demise are examined. The documentary discusses the company's controversial CEO, previous marketing tactics, and rebranding initiatives. To better understand the circumstances that led to A&F's downfall, we shall analyze the documentary using a qualitative methodology in this study (Boulton et al. 2022). We will specifically look at the subjects covered in the documentary, such as the contentious marketing strategies used by the corporation and the effect social media has on the company’s reputation. We aim to learn more about the difficulties A&F encountered through this investigation and what other businesses can take away from its mistakes (Ferraro et al. 2021).

Evaluation of Abercrombie & Fitch:

The report primarily aims to evaluate Abercrombie & Fitch between 2016 and 2024. To recognize and examine distinct industry trends, drivers, restraints, opportunities, and winning imperatives. This entails identifying essential goods and services, market trends, and how they affect the market's expansion. Major product kinds, applications, distribution methods, and geographic regions in the report also provide insights into numerous sub-segments of the worldwide clothing market (Brant and Castro, 2019). Abercrombie and Fitch were the clothing store chain with the quickest growth. It was an innovative company. Retailers marketed clothing under the Abercrombie brand to cater to the working class. The company's branding and advertising emphasized the culture and fashion of that demographic. Products made by A&F were a component of the casual fashion sector of the economy. And its operations throughout the past ten years: A study from the market research company IBRI. We will also examine the market in different areas and the prospects for Abercrombie & Fitch to flourish in these locations (Letteri et al. 2022). The report includes a market overview, company plans, revenue, gross profit, marketing tactics, and financial information. Abercrombie & Fitch Inc. operates on a worldwide scale. The firm sells products both in its shops and on it’s online. Abercrombie & Fitch has a wide selection of casual apparel, footwear, and accessories.

Culture of Abercrombie & Fitch:

Abercrombie & Fitch is a global fashion company founded in the year 1892. Over time, the brand has become more than a clothing company and is now known for its marketing strategies and for the subcultures they’ve built around its brand. Since its inception, A&F has worked to create both a global and local identity, creating an atmosphere of exclusivity that is important not only to the company but to those who identify themselves with it. These subcultures are unique and offer a sense of identity for their members (Brant and Castro 2019).

The brand's image drives the Abercrombie & Fitch culture as a fashionable and sporty apparel and retail company. The brand seeks to present itself as an aspirational lifestyle associated with athleticism and casual luxury (Letteri et al. 2022). This culture manifests in various aspects of the brand's marketing and operations, including marketing campaigns, store lats, brand ambassadors, store associates, and advertising imagery.

A&F hires beautiful models for its marketing campaigns. In particular, the brand seeks to attract younger customers by using models who appeal to teenage and ng adult men. Its models are also ng, courteous and carefree individuals who embody A&F's lifestyle. A&F models are often associated with a specific personality, or "brand personality," that consumers associate with the brand. For example, the brand often uses "brand representatives" known as "A&F models" to work in its stores (Letteri et al. 2022).

Subculture of Abercrombie & Fitch:

By Brant and Castro (2019), The preppy subculture Abercrombie & Fitch has promoted its preppy subculture, which it refers to as "preppy with a purpose." A&F advertises its clothing line for preppy individuals with high-status imagery, such as yachts, polo, and private schools. They refer to these consumers as "preppies with a purpose" to emphasize the lifestyle that this group of consumers aspires to. In contrast to other consumers, Abercrombie & Fitch targets its marketing towards specific members of the preppy subculture by promoting images of individuals who match these people.

One of the most popular subcultures associated with A&F is the "Fashion" subculture. This subculture defines fashion as a means to express oneself and one's identity. It also includes a love of everything fashionable, which Abercrombie & Fitch capitalizes on with their marketing campaigns (Ferraro et al. 2021).

According to Brant and Castro (2019), the Subculture of Abercrombie & Fitch is very similar to the "Fashion" subculture. It is defined by clothing that is very fashionable but also contains personal touches and quirks. In this sense, it is a subculture where some core values include independence and individuality, yet being nonconformist. Abercrombie & Fitch focuses on marketing to consumers in a particular subculture. A typical Abercrombie & Fitch customer tends to be in a subculture not traditionally valued by the mainstream population. Buying from a particular retailer depends on a consumer's desire to be a member of a specific subculture and the consumer's willingness to purchase the products a retailer is marketing.

The consumers within its different subcultures prefer certain types of clothing, shoes, and other accessories. However, this behavior on behalf of subculture members only sometimes translates to increased retail sales (Chhadwa et al. 2021).

1. To communicate the importance of the group.
2. As a basis for aspiration.
3. To promote the idea of the group and its benefits.
4. To promote their lifestyle (Ferraro et al. 2021).

Reference groups are essential elements of social influence and influence marketing. This concept is based on the notion that consumers will make buying decisions based on the opinion and buying decisions of their peers and others they may identify with. It provides a mechanism through which marketers can influence consumers. Reference groups help create positive social influences by conveying the benefits an organization can provide consumers, thus motivating consumers to engage in these positive social influences. The A&F customer base has been a powerful force in the retail sector due to its ability to leverage its customers' opinions through reference groups (Letteri et al . 2022).

An effective marketing strategy involving a reference group should reinforce the target image and create a picture of the consumer of a particular product or service. The critical factor is that a reference group is associated with the product or service being promoted. As such, it will act as a promotional tool for a product or service (Lewin, 2020). Well-known companies often use it for marketing their products. A reference group may also reinforce the company's image of itself. In marketing, it is common to use the concept of reference groups. The primary purpose of a reference group is to reinforce the appearance of a brand in the consumer's mind. According to David F. Rindskopf, "The effectiveness of a reference group is directly related to the degree to which the consumer believes the group is typical of the consumer's reference group. The concept of reference groups in advertising is often criticized because defining subcultures within a population can be subjective (Errajaa et al. 2022).

Reference groups are also extensively used in marketing research (Letteri et al . 2022). Typically, marketing researchers will gather a set of focus group participants and then divide them into smaller, more homogenous groups within which they will collect further information. In this way, they can study a broad base of individuals while also investigating subsections of a population they wish to explore further. For example, a research project may first examine how a particular campaign impacts people's perceptions of a brand. The research project may then conduct focus groups in which participants are split into groups of people with different brand loyalty levels. The groups are not named, but each group of people is labeled with a code (Zinkota&kotabe et al . 2021)

Investigate Millennials:

Abercrombie & Fitch's positioning and marketing strategies are effective in this segment. To investigate Millennials' perceptions and attitudes towards Abercrombie & Fitch and how they compare to other brands. The study involves five main sections:

1. Background
2. Questionnaire design and data collection
3. Descriptive statistics
4. Multivariate analysis
5. Discussion (Letteri et al . 2022).

This research provides an understanding of Millennials' attitudes and perceptions of current A&F brands and the brand. The study also provides valuable insights into how millennials compare the Abercrombie & Fitch brand to other brands (Brant&Castro et al. 2019)

Research Objective:

This dissertation investigates Millennials' perceptions and attitudes towards A&F (Abercrombie & Fitch).

1. To better understand Millennials' attitudes and perceptions towards A&F (Abercrombie & Fitch).
2. To evaluate the quality of research study on Millennials and Abercrombie & Fitch.
3. To help us find a better place to conduct our advertising research.

Research Methodology:

The methodology is the most complex and controversial part of quantitative research. Qualitative research methodology aims to gain an in-depth understanding of people's underlying motivations, perceptions, and opinions regarding a particular topic or phenomenon. In the case of analyzing "White Hot: The Rise & Fall of Abercrombie & Fitch," a qualitative approach can provide insights into the company's rise and fall, the reasons behind its success and failure, and the impact it had on people's lives (Letteri et al . 2022).

Research Design:

The research design used for this qualitative analysis is a case study. This design is appropriate for analyzing a specific instance of a phenomenon, such as the Abercrombie & Fitch brand's rise and fall.

Data Collection:

The primary source of data collection for this qualitative analysis will be the documentary "White Hot: The Rise & Fall of Abercrombie & Fitch" on Netflix. The documentary provides firsthand accounts from former employees, executives, and customers, which can provide valuable insights into the company's operations, culture, and impact (Brant and Castro, 2019).

Data Analysis:

The data collected from the documentary will be analyzed using thematic analysis. This approach involves identifying recurring themes and patterns within the data and grouping them into categories. The themes and categories will be derived from the data rather than pre-determined (Ferraro et al. 2021). The analysis will be carried out using open coding to allow for the emergence of new themes.

Validity:

By Errajaa et al . (2022). Multiple coders will be involved in the data analysis process to ensure the validity and reliability of the research findings. This approach will help to reduce the potential for bias and increase the reliability of the results. Additionally, the research findings will be triangulated with secondary sources such as news articles, academic papers, and other relevant materials to ensure the validity of the results.

Ethical Considerations:

The research will adhere to ethical principles, including obtaining informed consent from participants and ensuring confidentiality and anonymity. The documentary "White Hot: The Rise & Fall of Abercrombie & Fitch" is already publicly available, and the information used in the analysis will not be used to harm or cause any adverse effects on the individuals or organizations involved (Lewin, 2020).

Review and Finalize:

This research project aims to discover if the company has identified the proper goals and objectives for its Millennials. This research project seeks to determine if Millennials identify with the goal statements of the company. After completing this project, will understand the purpose of this project (Lewin, 2020). It will decide if the goals and objectives of the company, as well as any additional statements, are understood and accepted by Millennials. will also understand how to measure the success of an organization’s efforts in attracting Millennials. will determine if the company utilizes proper sales and marketing strategy to identify the most reasonable goals and objectives for the company’s Millennials.

Millennials' Aspirational Brand Values:

In recent decades, "the '90s saw the emergence of a 'generation of rebels,'" notes author Douglas C. McMurty in "In the Company of Millennials, with these teens and ng adults forming communities and adopting an array of subcultures (Ferraro et al. 2021). Although the majority of "millennials" have never owned a car, they are car-free because they want to experience life as free and independent individuals. According to The Boston Consulting Group research, millennials may be more open to purchasing from socially responsible companies.

Consumers have evolved, and Millennials' values vastly differ from those of previous generations. Unlike previous generations, Millennials have a broader knowledge base and are interested in broader issues and causes. Millennial ideals are based on what they learned growing up in an information society; people have access to facts, know about current events, and value being informed. Millennials are more open-minded than older generations and feel a greater sense of responsibility to contribute to the social and environmental well-being of others. They are also highly educated and are highly valued consumers of information. Millennials also value authenticity, having seen too much "pretension and fakery in other social spheres (Lewin, 2020). So, as an aspirational brand that promotes an eco-friendly, socially conscious, and sustainable lifestyle, Patagonia’s values in its brand promise align with many of the issues Millennials value.

Abercrombie & Fitch Marketing for Gen Alpha:

By Chhadwa et al. (2022), Gen Alpha is generally connected to brands that stand for authenticity, inclusiveness, and social awareness. Brands that have appealed to the generation have also been shown to have tried to communicate to the era. Abercrombie & Fitch's Marketing for Gen Alpha is driven by the idea that by engaging in the brands they consume, Gen Alpha consumers will have a lasting and beneficial impact on how companies engage with them. Companies can use marketing to establish and maintain a customer-centric brand, reach customers, and sell products (Errajaa et al. 2022). Marketing consists of different strategies such as market research, advertising, public relations, promotions, product development, and brand building. Advertising and promotions are used to gain attention for a product. Market research is done on a particular consumer to predict future trends and what products will be in demand. Promotion strategies include product demonstrations, free sample offers, event marketing, contests, email marketing, and sponsorships.

Conclusion

In conclusion, the case study of Abercrombie & Fitch provides valuable insights into the rise and fall of a popular fashion brand. The company's initial success was built on its ability to create a unique brand image that appealed to the aspirations and desires of its target customers. However, its focus on fashion brands’ face appearance eventually led to negative publicity and declining sales. We explored the factors contributing to A&F's success and subsequent decline through a qualitative approach to evaluating the case study. By analyzing the company's aspirations, marketing strategies, and corporate culture, we have gained a deeper understanding of the challenges fashion brands face in today's market. The lessons from A&F's experience can be applied to other companies seeking to build a successful brand. Fashion brands can create a positive image and build a loyal customer base by prioritizing inclusivity, diversity, and ethical business practices. Ultimately, the success of any fashion brand depends on its ability to stay relevant and adapt to changing consumer preferences and societal trends.

References:

Boulton, C., Burden, R.L., Jenkins, J.L., Pearl, S. and Timke, E., 2022. Branding Exclusion in White Hot: The Rise and Fall of Abercrombie & Fitch. Advertising & Society Quarterly, 23(3).

Brant, K.K. and Castro, S.L., 2019. can't ignore millennials: Needed changes and a new way forward in entitlement research. Human Resource Management Journal, 29(4), pp.527-538.

Czinkota, M.R., Kotabe, M., Vrontis, D., Shams, S.R., Czinkota, M.R., Kotabe, M., Vrontis, D. and Shams, S.R., 2021. I am understanding the Buyer. Marketing Management: Past, Present and Future, pp.135-176.

Chhadwa, J., Bhoyar, P.K. and Sharmiladevi, J.C., 2022. Role of Corporate Social Responsibility in Building Brand Loyalty and Purchase Consideration of Products and Services for Millennials. Cardiometry , (23)

Errajaa, K., Audrain, A.F. and Hombourger-Barès, S., How do consumers react to store social atmosphere? An analysis of the mediating role of transactional satisfaction: Abercrombie & Fitch store case study.

Ferraro, C., Hemsley, A. and Sands, S., 2022. Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers. Business Horizons

Letteri, I., Della Penna, G., De Gasperis, G. and Db, A., 2022. A stock trading system for a medium volatile asset using multi-layer perceptron. arXiv preprint arXiv:2201.12286.

Lascity, M.E., 2019. Lifestyle journalism as brand practice: The cases of Uniqlo and Abercrombie & Fitch. In Lifestyle Journalism (pp. 154-166). Routledge.

Licsandru, T.C. and Cui, C.C., 2019. Ethnic marketing to the global millennial consumers: Challenges and opportunities. Journal of Business Research, 103, pp.261-274.

Lewin, P.G., 2020. “Don’t call me white”(or middle-class): Constructing an authentic identity in punk subculture. In Studies on the Social Construction of Identity and Authenticity (pp. 89-106). Routledge.

Montgomery, A., 2022. The Death of Malls: The Rise of E-commerce and Digitally Native Brands.

You Might Also Like:-

Public Sector Managment Assignment Help

Top Business Management Dissertation Topics