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#READYAF : an introduction campaign for Abercrombie & Fitch to the digital native teen

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#READYAF : an introduction campaign for Abercrombie & Fitch to the digital native teen

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Samenvatting

QUOTE “Currently Abercrombie & Fitch [AF] has a bad reputation amongst people of 25 and up. These were the people who consciously saw the brand turn from something innovative and new into something arrogant and same old. teens of today have little to no connotation with the brand, which gives Abercrombie a great opportunity to re-introduce themselves with a clean slate. - The brand’s strength lies in its mischief, preppy-ness and ability to explore the boundaries of adulthood. The exact interpretation of this is dependent on the Zeitgeist and the company should be open to grow with time.” PROBLEM “The target group knows little to nothing about the brand. - AF’s current communication doesn’t spark the same excitement and level of understanding from the target group it used to do.” SOLUTION “AF needs to infiltrate and be part of the online world and start spreading their message from there on out, instead of just randomly spreading it. - Once they’re accepted in the online community they should give the audience something worth their while, this will be the bridge back to the brand.”

Toon meer
OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2016
TypeBachelor
TaalEngels

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