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A&f - Tut 9 - Group 5 - Final
A&f - Tut 9 - Group 5 - Final
& FITCH
Group 5
Trần Tuấn Hải – 2D19
Phan Thị Hoài – 2D19
Đỗ Nguyễn Thu Hương – 2D19
Phạm Ngọc Linh - 4K19
Goals
Goal 1 Goal 3
Goal 2 Goal 4
1. Basic Information
American specialty retailer
Focus on casual fashion for the youth
Used to be potential luxury brand
Promise : having the “all- American” experience in its flagship
stores
Case Analysis
2. Company Situation
Not succeed for long in Japan
Dominated by less expensive stores like Uniqlo and fast-
fashion brand like Spain’s Zara & Sweden’s H&M
Facing challenge in USA: less relevant to the youth than
before
Case Analysis
3. Problems
Strict dress code & “sexualized” marketing strategy
Cultural discrimination
The boom of low priced fashion brand -> charge shoppers
Staff : foreigners (American)
Store : unsuitable outfit, too loud music, too much perfumes,
big logo on products
02
COMPANY CASE
COMPANY CASE
Answer the questions
Based on the consumer behavior, how do you think A&F should
01 approach its plan to extend in China?
1. Market Penetration
● Advertising via social media (Weibo, Tiktok, ….)
● Cooperating with Shopping Website (Taobao,
Tmall,..)
● Customer service: sale advisors
● Online-to-offline (O2O) marketing
● Affordable price
2. Product Development
● A&F’s apparel has to suit their body physique
● New products: Matching sets, Skincare and
cosmetic products
COMPANY CASE
Question 2: Research and analyze the US and Japanese
consumer market and consumer preferences. Explain how you
think A&F can win Japanese consumers over without
compromising on what the brand stands for?
Carelessness in Market
01 Research 03 Brand Identity
Grab’s
02 Lack of Customer Needs 04 Acquisition
Similar case:
UBER’S FAILURE IN VIETNAM
(regardless
(regardless of
of Grab’s
Grab’s acquisition)
acquisition)
*An acquisition occurs when
*An acquisition occurs when one company buys
one company buys most
most or
or all
all of
of another company's shares.
another company's shares.
Boss, there is a
traffic jam but
I’m in an Uber…
Þ Affect Perception factor in
Psychological characteristic of
consumer behaviors.
CUSTOMER’S CUSTOMER’S
AWARENESS INTEREST
A&F UBER A&F UBER
“All - American” “We’re in the business, Culture barrier Non-cash payment,
today, of delivering cars through language served only taxicabs
in five minutes. But once barrier, clothes and used to not
you’re delivering cars in exposing too much have motorbike
five minutes, there’s a lot skin, loud music… served.
of things you can deliver
in five minutes.”
Infamous Focused on
Did not meet the need of Focused on providing impression towards attracting customers
fast fashion in Japan and what they had, not what
similar?
threats of rivals.
(transporting fast,
CUSTOMER’S
cash-payment...)