Abercrombie & Fitch, Social Media Strategy, Inclusivity, Consumer Behavior, Fashion Industry Trends
Abstract
Abercrombie & Fitch (A&F) is on its journey of transformation from exclusivity to inclusion, diversity, and social responsibility in its social media marketing strategy. The above positions are strategic and part of how the brand answers changes in consumer attitudes taken by members of Generation Z and Millennials who ask brands to associate them with values of authenticity, representation, and corporate responsibility. This rebranding is powered through partnerships with influential persons, user-generated content, and more authentic storytelling on major platforms like Instagram, TikTok, and Twitter. By rebuilding its image through that channel, and improving engagement levels, A&F has managed to re-engage a much younger and socially conscious audience. Yet, through these efforts, A&F fails to keep pace with ever-changing social media dynamics. This would be a critical analysis of A&F’s social media strategy, its positioning against present industry movements, and the SWOT analysis of its positioning within the very competitive fashion industry. Also, this paper is poised to establish how issues that are beyond one’s control, such as American consumer behavior and the new role of digital platforms, actually drive fashion trends.
