BEBE FITBE STRONG

JULIE MULLEN. HELEN MOORE. SPENCER REYNOLDS. KASEY MARENCO. ARIELLE GUREVICH . SEAN PHILLIPS

AgendaBackground on target marketFIERCE 5KPromotion & Repackaging Finances

How old were you when you shopped at A&F?

Who is the 18-22 year old target market?

A&F Cares

Expand A&F Cares 5k

FIERCE 5KFierce 5k

BE STRONG.BE FIT.BE FIERCE.

FIERCE SamplesClothingGift Cards1-time Discounts

Prizes and Gifts

Athletic WearAthletic Wear

Banner Ad

Online/Video Promotion for FIERCE 5KVideo

Social Media

In Store FIERCE promotionPromotion

CompetitorsCompetitors

questionA&F Bottles

Survey Results

Finances

$742,585$1,818,300$3,030,635$5,491,520

YEAR 1:YEAR 2:YEAR 3:TOTAL:

Wrap up slide

Picture of abercombieSummary

PhilanthropyExpand A&F Cares 5KOnline PromotionIn-Store Promotion

BE STRONG.BE FIT.BE FIERCE.

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Julie MullenKasey Marenco

Helen Moore

Arielle Gurevich

Spencer ReynoldsSean Phillips

Appendix

under 10 10-14 14-18 18-22 I have never shopped at Abercombie

and Fitch

0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%

Have you ever shopped at Aber-crombie & Fitch? If so how old

were/are you? (check all that apply)

Have you ever shopped at Abercrombie & Fitch? If so how old were/are you? (check all that apply)

Answer Options Response Percent

Response Count

under 10 7.4% 1910-14 47.1% 12114-18 30.4% 7818-22 7.8% 20I have never shopped at Abercombie and Fitch 30.4% 78

answered question 257skipped question 2

22

When were they in stores last?

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1 2 3 40.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Cologne Bottles

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Survey Highlights: “Less focus on sex” “Less sex appeal”   “Values and morals”

“Donate the clothing that is not sold, and make efforts to             become globally conscious/ sustainable”

“Include clothes for many trends, have more variety”

Summary:

30% of responses from 18-22 year olds mentioned a conflict between their personal values and the values they perceived to be supported by Abercrombie.

Other common themes related to wanting more variety and lower prices.

How would you improve A&F?

Additional Research From Online:According to the Corporation for National and Community Service, in the last 15 years the volunteerism rate among 16 to 19 year olds has actually doubled and there is an increase in the importance of philanthropic activities in American schools to create more well-rounded students.- NationalService.Org

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Financials

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