Integrated Marketing Communication Campaign

Abercrombie & Fitch: Style at Any Size

Amy Ziskin
Public Relations Management
Fall 2014

Abercrombie & Fitch: Style at Any Size

Description of Organization. Abercrombie & Fitch is a large American retailer who

competes with companies such as American Eagle and Aeropostale. Founded in 1892,
Abercrombie has been providing high quality All-American clothing for over 100 years.
A&F is comprised of Abercrombie Kids, Hollister, and Gilly Hicks. There are more than
1,000 locations in the US and internationally.
Statement of Situation. Abercrombie & Fitch has come under harsh criticism by the
public in the past 10 years. In addition to the recession, A&F has financially suffered like
many retailers, but more so due to their higher standards for their reputation and image.
Controversies in the past 8 years have been focused on their target demographic as
commented on by CEO Mike Jeffries. As a result, management plans to change their
business strategy by integrating a plus sized line into A&Fs stores. An integrated
marketing campaign will be implicated to appeal to new and existing customers.
Key Publics.
1. Employees. Employees are the more important key public in an organization.
In order for the campaign to be successful, the employees need to be fully aware
of the plan of action and be 100% accepting of the campaign. All employees must
accept the new image Abercrombie & Fitch is trying to convey for the campaign
to succeed.
2. Consumers/Customers.
Abercrombie & Fitch has a wide variety of
customers. In the past Abercrombie & Fitch has targeted young, under a size 10
customers. To effectively execute tactics, Abercrombie must segment customers
into manageable categories.
a. Established customers of A&F.
Customers of Abercrombie & Fitch
are extremely important because they are already loyal to the brand. They
prefer and choose to buy A&F products over the competitors. They will
not need to be educated about the brand, however, they will need to be
influenced about the brands new perception. With this new perception,
they can pass the message to their personal relationships and networks.
b. Past customers of A&F.
These are customers who have strayed away
from A&F products during several different controversies and the
economic recession. Past customers are individuals A&F hopes to win
back. The new strategy and implication of a plus size line will show these
2

individuals that the new perception of the brand is important and that the
company will do whatever it takes to win back their customers.
c. Prospective customers of A&F.
Abercrombie would like to generate
new customers who may not have shopped at any of the locations in the
past because of the old target audience and controversy. Based on the
campaign and the plus size line that will be implemented, A&F hopes to
win these individuals over by generating a new reputation to spark interest
in prospective customers.
3. Stockholders. As partial owners of Abercrombie & Fitch, stockholders should
understand that they are involved with the campaign and informed of what is
going on throughout it. The company knows there is a hopeful future for the
investing public despite the past downturns in the stock market. Stockholders
must be on board with the campaign so that they feel secure in their financial
decision to be apart of the company.
4. Government. As a public company, Abercrombie & Fitch is to follow ethical
practice. If the government recognizes Abercrombies attempt to boost its own
revenue, the government should influence other companies to do so as well to
stimulate the economy. With the economy as it is, the government should
motivate the people to buy goods to increase sales and boost the economy.
Integrated Message Platform
1. Abercrombie & Fitch is a cool and casual organization that carries the hottest and
latest trends, with options for all body types.
a. Abercrombie carries preppy and edgy clothing while emphasizing
luxurious experiences for all shapes and sizes.
b. A&Fs new line will be available online and in stores in the US, Canada,
and internationally.
2. Abercrombie & Fitch is a resilient company that values its loyal customers and is
doing everything it can to aid the growth of its stocks.
a. In 2013, A&F stocks dropped down 30% due to controversies in the
media.
b. Abercrombie will continue to reward its loyal customers and adapt to
societys norms.
c. Implementing a plus-size line will increase revenue and expand the
customer base and aid in the recovery of the companys stock.
3. Increased customer spending helps the economy, improves employee retention,
and saves jobs.
a. In 2009, Abercrombie & Fitch sales were down 30% due to the economic
recession across their brands.
b. Between February 2014 and May 2014 net income dropped 80 points,
affecting A&Fs stock. A&Fs current standings have since increased and
continue to fluctuate.
c. Increasing sales will benefit employees by increasing job security as well
as help the economy.

Key Public Relations Strategies

1. To create awareness of the companys new business strategy of a more ethical
reputation among key publics.
2. To educate publics about the quality of Abercrombies products and the new
image to go along with the brand.
3. To establish brand perception for Abercrombie as producing excellent products
available for all types of people.
Strategic Public Relations Objectives
1. To achieve a 45% awareness of the companys new business strategy among key
publics.
2. To generate a 20% recognition of the quality of products and new brand image.
3. To establish a 25% increase in Abercrombies brand perception.
Brainstorming Grid
PUBLIC(S)
Employees

VALUE(S)
Integrity of
Company

Consumers/Customer
s

Quality products
Good value
Better customer
service

Stockholders

Stock price

Government

Economic Growth

MESSAGE(S)
Company is ethical
Will create more
jobs
Employees are most
important key
public
Improved quality
More ethical
approaches to
marketing

MEDIA
Direct
Newsletters

Growth & Earnings

Increased revenue
Spending will help
stimulate the
economy

Media Investor
Relations
Congress Agencies

Print & Broadcast

media
Brand press
releases

Key Marketing Strategies. The key marketing strategies of the Abercrombie & Fitch:
Style at Any Size campaign include, but are not limited to, the following:
1. To increase sales revenue by the end of the fiscal year ending in 2015.
2. To increase market share in the retail industry.
3. Gain share-of-mind in key publics through spontaneous brand identity
Strategic Marketing Objectives (Measures of Success)

1. Increase sales revenue by 15% by promoting the variety of sizes Abercrombie &
Fitch now offers its customers.
2. Increase market share to 25% in the retail industry by winning back previous
customers as well as attracting new customers.
3. Increase share-of-mind in customers by increasing spontaneous brand identity
to 55%.
Key Advertising Strategies. The key advertising strategies of Abercrombie & Fitch:
Style at Any Size campaign include, but are not limited to, the following:
1. Create a Direct Response Strategy through a multi-media mix, including digital
media.
2. Create an award winning creative advertising campaign.
3. Achieve high rates of recall through a strategic and creative advertising campaign.
Advertising Objectives (Measures of Success)
1. Generate 50 leads per each $1,000 spent.
2. Win at least two advertising awards, including, but not limited to, a Clio Award or
a NYF International Award.
3. Achieve reader/viewer recall scores of 85% per each 1,000 impressions.
Integrated Tactical Plan. The following is a list of strategic public relations and
marketing tactics that will be implemented throughout the campaign:
Public Relations Tactics:
Newsletter: This tactic will be utilized once a month to manage the
relationship between the company and its employees. Since employees are
the most important key public to Abercrombie & Fitch, it is essential that
the employees are on board and in-the-know about what is going on in the
company in order for the campaign to be successful.
Annual Report: This tactic will be used to manage the relationship
between Abercrombie & Fitch and all of its key publics. The annual report
will provide readers with information regarding all aspects of the
company. This will include, but is not limited to, the company vision and
mission, products, and financial information. This report will be produced
once a year, at the end of the fiscal year.
Advertising: A creative and innovative advertising campaign must be
made to emphasize the expansion of Abercrombie & Fitchs sizes. This
advertising campaign will be most utilized towards the end of October,
before the Christmas season begins. Smaller ads will be implemented
throughout the rest of the year, but the most money will be spent on
holiday advertisements.
Pitch Letter: This tactic will be used to secure placement in unsecured
media sources, such as newspapers or magazines. Abercrombie & Fitch
wants its customers to see its new business strategy to make their clothing
available for people of all shapes and sizes, and placement in a media

story will help achieve this. Abercrombie & Fitch will send this pitch letter
out three months before it wants the story to appear in the media.
Evaluative Research: Research must be conducted throughout the
campaign to ensure its success. In a public relations sense, this research
will be primary and secondary.
Marketing Tactics:
Special Events: Abercrombie & Fitch will utilize special events and
promotions to reward loyal customers and encouraging new customers to
shop at its stores. A&F will hold four events a year, at the change of each
season, which will reward customers with 10% off in order to generate
new business and maintain a relationship with existing customers. In
addition to this 10%, returning customers who bring their receipt form
these events will receive additional 10% off on their next purchase. These
events will let current customers know that their business is appreciated
and will show prospective customers that Abercrombie & Fitch should be
their retailer of choice.
Social Media: Social media will be an easy, cheap, and efficient tactic that
will help the Abercrombie & Fitch: Style at Any Size campaign launch.
Using social media such as Facebook and Twitter will allow users to see
new information regarding A&Fs campaign and the company with a
simple click. All A&F social media will include information regarding
special events, promotions and advertisements. Integrating social media
into A&Fs campaign will also promote community, conversation,
participation, and connectedness between key publics.
Advertising: A creative and innovative advertising campaign must be
made to emphasize the expansion of Abercrombie & Fitchs sizes. This
advertising campaign will be most utilized towards the end of October,
before the Christmas season begins. Smaller ads will be implemented
throughout the rest of the year, but the most money will be spent on
holiday advertisements.
Evaluative Research: Research must be conducted throughout the
campaign to ensure its success. In a marketing sense, this research should
focus on the customer wants and needs and the companys market share.
Research must be conducted before the campaign, during, and after for
evaluation.

Overall Timetable
Tactic
Research (4 times)

Agency Hours
20

Outside Costs
Phone Surveys: $2

Notes
Survey 1= 50,000

each

Newsletters (12
times)
Annual Report (1
time)

Pitch Letters (3)

Advertising

6
1 Page Major Daily
Newspaper: $25,000
60 Second
Primetime TV:
$45,000
Magazine Ad:
$10,000
1 Page Trade Pub:
$5,000
15

Social Media (Daily

Updates)

Feature Stories (3)

20

21

people = $100,000
Survey 2= 10,000
people= $20,000
Survey 3= 30,000
people= $60,000
Survey 4= 50,000
people= $100,000

Production Costs:
Printing, Color:
$500
Add 10%
Production

Updates for free on

social media but
company must
compensate in
house personnel for
hours spent.
Reprints: $300/1K

Combined Budget
The Abercrombie & Fitch: Style at Any Size campaign s purpose is to raise awareness
of the companys new business strategy, increase revenue, and encourage customers to
choose Abercrombie & Fitch as their primary retailer. The plan is to spend approximately
$1,000,000 on resources, advertising, special events, research, and other necessary
expenses to make this campaign a success. The budget will be spread out over a 12month period starting in January. Large amounts of the budget will be spent during the
holiday season, which is when Abercrombie & Fitch flourishes the most. Evaluative
research is included in the budget and will be conducted throughout the campaign to
ensure success.
Summary of Research:
Title
1. Abercrombie & Fitch Stock

Source
YSTOCK

2.
3.
4.
5.
6.

Abercrombie & Fitch

Summary of A&F
Abercrombie Discrimination
Abercrombie & Fitch Company Profile
Abercrombie & Fitch Investors

Abercrombie Website
Yahoo! Finance
Refinery29 Website
CNN Money Website
Abercrombie Website

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