Included in a more substantial technique to continue aided by the millennial consumer’s lifestyle, Abercrombie is incorporating special event clothing to its assortment, with an eye fixed toward big life activities numerous millennials are approaching, like weddings.
The change into special event clothing comes at a right time as soon as the brand name is wanting to help keep its upward energy. Abercrombie & Fitch has struggled to get in touch along with its customers within the last few years that are 10-plus. In 2008, the company’s net income totaled $476 million, in comparison to simply $7 million in 2017. Nonetheless, the Abercrombie brand has had some big actions in the past 2 yrs to attract to your 20- to 30-something client. Which includes spending big on a platform that a lot of millennials utilize for a basis that is daily Instagram. Later year that is last Abercrombie joined up with Instagram’s beta testing for the Checkout function, that allows shoppers to get services and products straight within the Instagram app.
Now, after speaking with customers on social media marketing to find out locations to get next, the brand name landed on clothing that may be used to weddings, bridal showers, workplace parties and engagement parties.
“We know wedding weekends really are a significant section of our clients’ life. This collection came from us considering our consumer and having direct feedback which they require and need us which will make these items, ” said Carey Krug, svp of advertising at Abercrombie & Fitch.