The Digital Dept.’s Post

How Abercrombie & Fitch from 'the most hated retail brand in America' to 16% year-over-year net sales growth, reaching $4.3 billion in sales 🚀📈 Spoiler alert: Influencer marketing. Firstly some back story - the brand faced a lot of controversy for not moving with the times, disciminatory hiring, lack of representation and offensive slogans on their clothes. They went from too cool, to decidedly uncool in a matter of years and sales slumped. But how did they pull off the epic comeback? Let's look at the lessons Abercrombie’s comeback can teach us. 👇 Brand Rebirth Through Influencers New leadership took over in 2017 and did a 180. They embraced inclusivity and diversity, focusing on what Gen Z and millennials care about. In 2023, Abercrombie launched their creator program, giving select influencers early access, discounts, and free goods. They partnered with creators who already loved the brand, creating authentic content that resonated with their audience. Micro-Influencers for a Diverse Crowd Abercrombie focused on micro-influencers with just 2,500+ followers. This low bar helped attract a diverse crowd. Only 2% of their social mentions were paid last year, yet those few sponsored posts from true lovers had ultra-high engagement. Embracing Body Positivity Their biggest win? The “Curve Love” size-inclusive denim line. Abercrombie’s socials were flooded with fans showing off how this line flattered bodies of all shapes and sizes. Their popular hashtags like #sizeinclusive, with over 1.5B views, show this rebrand in action. Giving Influencers Creative Freedom The brand empowered creators, giving them creative freedom and letting their authentic voices shine through. They trust their partners to connect authentically with audiences in a way that rings true. 📊 Results Speak for Themselves Key Takeaways: 1. Find the right authentic influencers. 2. Craft quality products people crave. 3. Keep it inclusive and body-positive. There is so much small brands can learn from this strategy - as a comeback is one of the hardest things to pull off. Would you buy from this brand now?

As Theresa Cramer and I continue to explore what makes #GenZ tick, we've noticed a few instances of their values conflicting with their consumer behavior. Take fast fashion behemoth SHEIN, for example. Despite contradicting major Gen Z values like #sustainability and ethical labor practices by churning out 10,000+ new (see also: unoriginal, poor quality) products/day, SHEIN has been one of Gen Z's most trusted brands. Fortunately, it looks like the tides of this affection are turning, and SHEIN is no longer outrunning its controversies. Here's hoping this signifies a greater cultural shift away from fast fashion, as more young people continue to recognize the enormous environmental impact – and deeply suspect labor practices – at the heart of disposable clothing.

As part of our ongoing research into Gen Z consumer behavior, we're been digging into Gen Z values like authenticity, social impact, and sustainability – and the two don't always align. Fast-fashion brand Shein has been one of the best examples of this, as it has been extremely popular amongst Gen Z despite being a deeply unethical company. But as Theresa Cramer recently discovered, the "persistent negative buzz" surrounding Shein has finally caused Gen Z buyers to change course, affirming the thesis that virality may capture attention but values win in the end. #genz #authenticity #consumerbehavior #fastfashion #sustainability

In life, we may not be handed an 'uno reverse card', but through pure dedication and planning, we have the power to rectify our mistakes. A striking example of this transformative potential can be found in the story of Abercrombie and Fitch (A&F). In the 1990s, the brand was known for its dimly lit stores, pungent perfumes, inescapable music, and provocative ad campaigns. However, this brand image did not resonate with their audience over time. A&F faced increasing criticism for being perceived as an 'exclusionary' brand. Additionally, they faced lawsuits and backlash from Asian Americans and Swifties due to an offensive product line. Sales declined drastically, and it appeared as if A&F was on the brink of irrelevance. However, in 2017, a pivotal change occurred when Horowitz took over as the CEO. She did a rebranding effort that seemed almost magical in its effectiveness. The once 'dark, pungent, inevitable' ambience of A&F stores was transformed into a vibrant and inviting space. The brand's exclusionary approach underwent a shift towards inclusivity. Their ad campaigns no longer relied on sexualization, but instead showcased individuals of all races, genders, ethnicities, and body types. A&F also harnessed the power of social media, utilizing platforms like Instagram and TikTok to broadcast their revamped brand image. They collaborated with influencers to create their creative vision, 'Social Tourist'. While these strategies may appear common, their impact on A&F was nothing short of extraordinary. This success story shows the profound effectiveness of these seemingly ordinary practices when executed with precision and directed towards the right audience. The lesson taken from A&F's remarkable transformation is a universal one: we should not allow past missteps to define us as with determination and effort we can always make things better. #marketing #powerofmarketing #brand #brandidentity #brandbuilding #abercrombieandfitch #AnF

Having a strong business identity and target audience is key to resonating with your consumers.

Having a strong business identity and target audience is key to resonating with your consumers.

Explore the research led by Dr. Patricia Lui, Senior Lecturer of Marketing at Lee Kong Chian School of Business, and her team at SMU, as they delve into rebranding and influencer marketing strategies. Gain valuable insights into DMK's approach to engaging Millennials and Gen Z online. Read more. #SMUInsights #SGSMULKCSB

A new blog post from Trident's Taylor C. Pearson evaluates SHEIN, an ultra-fast fashion e-commerce platform, and its recurring PR challenges. 🛍️📱How should a seemingly successful brand react to daunting criticism? Read on... #shein #publicrelations #influencerpr #pr #criticism #reputationmanagement

Let Converse be your North Star when it comes to simple stunts. As marketers, we hear the word stunty / flashy and immediately put pen to paper in an effort to storm up a big idea with extensions coming out the wazoo. However, stunty hardly means complicated, and Converse is just the proof. After years of consumers leaving not so subtle hints, Converse has brought back their knee-high sneakers! The brand re-released the sneaker staple of the 2000s with influencer support on social. The result? A terrifically simple, iconic, and successful campaign that truly championed consumer feedback. Making famous might be easier after all.😉 (Source: https://lnkd.in/e8QsC5N9)

The Stanley Cup has imparted a multimillion-dollar lesson to us. Sometimes, you don't need a new product but a new audience. Stanley is a 110-year-old company, and in 2019, they achieved $73 million in sales. Their primary target audience was working men who needed to stay hydrated on job sites, while hiking, etc. In late 2019/2020, a popular women's blog featured this cup, and her audience of women went crazy over it, causing it to go viral several times. Instead of brushing off this sudden surge in sales from a new and unexpected audience (as many brands do), Stanley's new global president, with a strong marketing background, decided they should go all-in on this new women's audience. They launched new branded colours that were pastels and colourful (opposite of what they had done for the last century). They collaborated with influencers and other popular brands like Starbucks. They created waitlists of thousands of women and sold out for every new launch. In 2023, they are projected to hit $750 million in sales. Sometimes, you can have a winning product in your back pocket; you need to get in front of the right audience. #brandcollaboration #marketingstrategies #digitaltrends #digitalbusiness https://lnkd.in/g2MkJx-N