Project LXFM 501
- 2. Mission Statement Ralph Lauren at A&F is a fresh, young 10-piece menswear collections that will be distributed in 275 A&F locations worldwide and launched between the dates of 1 June 2016 and 30 July 2016 . Objectives Our objective is to create fresh, young menswear collections that cater to Millennials between the ages of 20-29 years old by collaboration with Ralph Lauren, a classic American luxury brand. Recently, A&F has struggled in sales, and consumers are not as interested in wearing clothes with the A&F logo on them anymore. However, collaborating with Ralph Lauren, consumers will be drawn back by the new look of A&F. Overall, this is a perfect opportunity for us to reboot the A&F brand image.
- 3. Opportunities Millennials will be the biggest consumer demographic with a potential purchasing power of $ 170 billion dollars per year. We hope to continue with Millennials who are willing to change themselves and accept novelty and a bold style. In addition, a healthy lifestyle is a trend with young people who drink and eat organic foods and love to work-out to keep fit. This lifestyle exactly matches the image of this collaboration. Competitive Advantage A&F has a huge network of retail stores around the world with a significant history and a young American, classic sytle. The collaboration line has a clear advantage due to the following factors: •Long history of successful Americanclothing •A&F has an established worldwide network •The target market is the biggest demographic
- 4. SWOT Analysis Strengths 1. Brand heritage 2. Online stores available in 9 languages, accepts 7 currencies and ships to over 120 countries 3. Asia, Mid-east as big potential markets 4. Has strong followers on social media like Facebook. Weakness 1. Brand image is outdated 2. Cannot compete with fast fashion—speed to market. 3. Negative news for things like discrimintion against employees Opportunities 1. International expansion is gaining a large amount of importance 2. Strong promotion on social media 3. Target market is the biggest demographic. Threats 1. Slowdown in spending on clothing 2. Consumer prefers to inexpensive price yet trendy clothing 3. Fast fashion is a huge competitive sector
- 6. Thomas Charles Walsh Single Age: 22 Location: Savannah, GA Job: Undergraduate student Music: Hip-pop, Jazz Nightlife: Hang out at clubs Hobbies: Biking, skiing,Gym Shops: Hollister, A&F, American Eagle Apparel, Gap, J. Crew
- 10. JUNE DELIVERY
- 11. JULY DELIVERY
- 17. Store Operation
- 18. The collaboration line will be distributed to retail stores in the United States with test marketing in Asia, Eastern Europe primarily. International expansion will increase reputation and awareness of A&F. At the same time, it can make up for the disastrous loss of American marketing. •250 stores in the U.S. •22 Flagship stores in international markets. Direct-To-Consumer •A&F manages websites including both desktop and mobile versions. •Emphasize both domestically and internationally that the brand is available in 10 languages, accepts 7 currencies and ships to over 120 countries.
- 19. Store Concept Store exterior 1. Banners will hang on the wall 2. Full window display Store interior 1. A&F will have a sign and poster to inform this new line. 2. In boutiques, the line will be set up like a beach scene with surf board, a beach chair or a straw mat. 3. Clothing will be displayed on custom mannequins.
- 20. A & F 1. Hanging on the banner 2. Change the in-sotre experience 3. Print out the poster card to announce this new collaboration
- 22. Marketing Strategy The marketing strategy for Ralph Lauren at A&F is to change the positive brand image and win back previous consumers. The A&F marketing team will announce the collaboration on social media platforms like Facebook, Instagram and in online stores on May 1, 2016. The marketing plan will be divided into 4 stages: Pre-announcement, Launch, Event, and Sell out. Social Media Promotion Our company will choose social media to engage Millennial shoppers. As A&F already has many followers, our promotion will launch events on those social media to engage with audiences. For instance, this line will be sold in the summer season. Our company will carry out a fashion show that will be called “Transformer Era” on the beach, and the models can be chosen from those consumers who love to wear A&F clothes. For the event, our company will invite a celebrity from the upcoming movie “Transformers 5” to create a buzz. Event City: Miami, Las Vegas, New York, New Orleans, Chicago, Los Angeles, San Francisco, Key west, San Dieg, California Event content: Wearing clothes that you never tried from A&F. During an event, there is a guest who will join us going through this fun party.
- 23. FLYER
- 24. Our company is planning a charity campaign where shoppers can donate clothing in order to get a discount for online shopping. According to the statistics, 83 % of Millennials prefer shopping in discount, and 51% of Millennials will share personal data with a business in exchange for discounts and special promotions. The purpose of this campaign is to help people who need help from a society, and to encourage consumers shopping our products. Employees in A&F, they will be trained by a manager for this new line coming up. There are a few things to follow. First, all of the empolyees about the new line both in store and through the word of mouth so they can tell their friends and relatives. Second, once any stores get a fairly well, they can get a reward that is a field trip one day. This not only can stimulate workers’ initiative, but also increase their friendship or partnership to better working together. Public Relationship