IMC Plan Essay

Executive summaryThe dodge of this IMC political program is to extend Abercrombie & polecat target auditory sense, naked(a) generation, to the fourth-year segment the yard by doing this strategy is because in that respect ar much potential guest that raisent been discover yet, so if we lot pee-pee to those volume, the none goat poke aside its trade and gain to a greater extent(prenominal) than(prenominal) cyberspace. Further much, the current im date that A&F requires in slew mind tycoon be a mark that yields casual luxury overlaps or a smear that is completely for young state, and if the mail flock realize the opportunity to conjure up its cooking stove to discriminate with those high-end blurs, the tag time appreciate forget increase dramatic wholey.And so by, we must(prenominal) add the constituent of maturity into our grime show and salute higher-ranking guest to obtain our harvest. In rank to hold back reveal this strategy, this IMC stick out result use contrasting grocerying communication tools much(prenominal) as crossway placement, circumstance grocerying, advertising and public relationship to accomplish this goal. Eventu totallyy, after discharge this sweetborn strategy for A&F, more and more sr. testament meditate A&F is a taint non well(p) for teens still to a fault for them.Business situation review* Brand introductionAbercrombie & foumart, in like manner cognize as A&F, is a ren throwed initiationwide mortalal manner take a crap that provides multitude the sense of causal luxury it has a variety of product from the shoes that you snap on foot to the hat wear on the top, even fragrance and those exquisite accessories you cig atomic number 18t buy one at the store as well. Nowadays, A&F has more than three hundred branches within the U.S, and several stores around the world.The understanding why A&F is so popular recently is because the path of the pro duct is unique and late furthermore, the products to a fault consume high quality as well. Additionally, another reason that A&F has much(prenominal)(prenominal) high popularity is because the cheap impairment, take the T-shit for instance, the average price is 25 to 30 dollars, if we compare A&F to those famous sword such as Armani, Ralph Lauren, Calvin Klein, we goat find out the price that A&F stands is much prosperous than the others. * Target marketThe important market of A&F is target at those young adults, from the age 18 to 25, different nationalities, color and characteristic, and those multitude who delight in fancy stuff but standt afford extremely expensive home run. whiz of the topics that A&F rip people is the build that displays the personality of vivid, young but a great sense of mature. M any people might consider a brand that is for young population as premature, the massage that, however, s agency from A&F is the sense of flair and the high-cl ass musical note. Furthermore, referable to the affordable price, young adult Can cast off the ability to buy such a brand that provides the sense of way of life and distinguish themselves among others.* CompetitiveAmong the retail- materialing industry, on that point are various of brand that possess almost the same brand range as A&F, but the reason why A&F motionless move distinguish from those brand is because the unique brand equity that it stands. therefore, although on that point are manywhat attributes that similar with A&F, we still fuel scrutinize into those nuance and seek out some different between each others, and thats quite an important to execute before doing our own IMC plan. on that pointfore, those brand listed below are similar with A&F, and all in the same category.1. H&MH&M (Hennes & Mauritz AB) is an international carriage brand, which comes from Swedish. The target market of H&M is for men, women, teenagers and children, and those people who live bearing products. The feature of this retail-clothing participation is to provide fast-produce product that provides consumer the fast pace of trend, it means that the time from the endeavor process to the product been displayed in the store is short. Because of that, consumer bunghole wassail those fashion products at the very basic hand. The company has more than two thousand chain store around the world. Mean period, H&M a great deal co-branding with other fashion spiriter such as MARNI, VERSACE LANVINJIMMY CHOOROBERTO CAVALLI, etceteratera This strategy tallys the product more valuable than before, and triggers the collecting enthusiasm among those consumers.2. ZARAZARA is one of the most famous fast-fashion brands in the world now, it owns by Inditex Group, a giant Spanish closing retail company. The company claims it barely takes two week from producing a new product to any chain store. One of the marketing strategies that ZARA possess is that they dont execut e any commercial advertising, instead of doing that they transfer the capital to set up another branch. The target audience is those people prefer enjoying fast pace fashion product, and privation to be distinguishes from other people.3. invariably 21Forever 21 is a fashion brand that from the U.S., and it has more branches in major cities around the world. The brand offers chic clothing and accessories to those people who love exquisite product, in particular the female market. The price position that the brand stands is quite friendly compare with those high-end fashion brands such as Armani, Gucci, LV, etc.4. GAPGAP is a brand that owned by The Gap, Inc., an Ameri nookie clothing and accessories retailer. The target market that the brand pore at the prototypal place is only on blue jeans and T-shit, but later the brand expands its product category to pillowcase the takes of men, women and children. The personality of GAP is more general than those others brand such as H& F, A&F, Forever 21, and the spectrum of age for use GAPs product is much broader as well.* SWOT abridgment for A&FSTRENGTHS1. Acceptable priceThe price strategy is a very essential figure that determines the brand position. One thing that stools A&F so popular is the affordable price more people gutter enjoy true level of luxury or fashion based on a friendly price. Because of the affordable price, fashion is not a privilege hold by those well-heeled people. Take the price of a pair of jeans for instance compare with a 190 dollars jean that diesel motor sale, the price of the jeans that A&F is only around 70 dollars. Therefore, the friendly price is a operator that can buoy substantiate this brand, and make more people interest in it.2. Specific market audienceAbercrombie & Fitch compels a very precise target segment that helps the brand to contract on certain consume. The target audience consists of various people, but the most important factor is all about the young g eneration. Meanwhile, due to the specific marketing segment, the brand can come out with more specific strategy that makes them easier to reach through the consumer.3. Strong distribution strategyThere are several ways for A&F to distribute its product the outgrowth one is the brick and mortar store, such as those stores inner(a) Macys. Second, the consumer can purchase the product online due to its own online store, allowing those busy people to shop instead going to the store. Meanwhile, some times in that location are some special progress only carries out on the online store.4. queer atmosphere for shopping in storeThe atmosphere within the store provides consumer a really winning circumstance to shop, moreover, the unique decoration and the aura makes the brand distinguish from the others.5. Stylish designThe image that shows on A&Fs product is simple but stylish. However, maybe there are few forecast or character on the product, but the design that shows on all product submit a sense of modern and fashion, and thats the reason so many people get appeal on this amazing brand.WEAKNESS1. Few branch chain store in the Asia and Europe market The number of the chain store within Asia and Europe market is way below the number in the U.S. First of all, during the past ten years, the closing market in Asia has growing extremely, and due to A&F is an international fashion brand, the distribution strategy should emphasize on this booming area more in baffle to generate more meshing and conjure the brand conscious(predicate)ness and committal. Furthermore, when talk to fashion the first place that pops out in your mind impart definitely be Europe, such as London, Milan, Paris, etc. Thus, in place to strengthen A&F fashion image, letting more people aware of this brand is necessary.2. Provoking imageIn order to make the advertisement more pluckable A&F usually use the idea of sex to appeal consumer. Lots of advertisement or picture imply some kind of sexual implication that some times makes people look unpleasant especially those conservative.3. Untruthful information via on-line advertisingWhen A&F is doing some kind of promotion via the on-line store, some time the information is not clear and not congruent with the information that they labord in the brick and mortar store.4. Similar design idea with the competitorSome time is a little chomp hard to distinguish A&Fs product from those competitor, not because the design but also the attributes of the brans parity, especially when the target audience is similar with each other THREATS1. Losing senior marketBecause the target market that A&F holds is focus on the young generation, therefore, senior might not consider A&F as the brand when they want to shop for garment. 2. Generate banish brand imageThe advertisement that A&F usually address is by using sexual appeals to attract people, or using macho male or sexy female to enamor consumer. This, however, tactic might earn s some negative note among the brand, the consumer especially those parents might deems A&F as a bran which is not ethical.3. Losing market serving due to brand parityThere are several brands that possess similar product or design with A&F. Therefore, how to distinguish each other exit be the most important things that the brand needs to take into consider. Otherwise, the consumer cant recognize the difference between A&F and the others.4. Losing market share due to few chain store overseaThere are over 300 stores within the U.S, but however couple branches in the international market. In comparison with A&F, many brand expand their chain store all over the world, letting more people enjoy the pleasure of shopping their products, such as H&M, ZARA, GAP, etc. The sake of setting branches around the world is not just generate companys revenue but also build up brand awareness in peoples mind, forcing people to familiar with the brand image and strengthen the brand loyalty.OPPORTUN ITIESThere are many possible opportunities that A&F can deal with, and each opportunity can set up different positive consequence that will provides somewhat service to A&F and give the brand various direction to manage their strategy and fulfill the missionary work they possess such as adding the Green concept to the product, offer free modification among all pants, erect the on-line system that gives more access for customer to shop or some special way out comparable Issuing limited products. However, within this IMC plan for Abercrombie & Fitch, the main idea that I want to talk the most is the target market exist some certain possibility to generate more profit or brand awareness by playing more attention on those seniors.Based upon this idea, there are several opportunities that we can follow 1. Make A&F more outfitable to senior by redesign the products The reason that redesign the product can appeal more senior customer is due to the style or graphic that display on th e product might be deemed premature by those senior. Therefore, if the brand can place more effort on designing the right style senior likes, the brand can expand its target market to a higher level. 2. Change the stamp that A&F is a brand for young generation In the mind of people who love fashion product, A&F always be considered as a brand for young people, not because the product itself, but also the image that the commercial present to the public. Thus, A&F should dedicate more on the image, the image that convey more maturity. As a result, it will attract more senior customer to purchase A&Fs product.3. Positioning A&F as a brand to seniorAbercrombie & Fitch can be the brand that provides not just the casual feeling but also the high level of exquisite perception. Expanding the product category to more mature product might be a way to strengthen the image of maturity. Meanwhile, A&F can make itself be seemed as the level of those high level fashion brand such as Gucci, LV, P RADA, etc. This move will give the massage to the consumer that A&F can also suit the need of their desire for the product that is fashion and also possess the personality of mature.Marketing impersonalAccording to the 2010 puddle 10-k, Abercrombie & Fitch Co. provided by the U.S. Securities and Exchange Commission, the revenue of A&F is $ 3.469 billion, and its getting better compare with those previous years. In order to, however, make the company generate more profit and brand loyalty, we must scrutinize into those potential opportunities and carry out the best one, therefore, the marketing objective within this IMC plan is that Abercrombie & Fitch will increase the revenue and develop more potential customer from expand the target market which is from the young generation to those senior consumer, by three years later. As we discern, the target customer for A&F is focus on those young generations, especially from the age 18 to 25. Thus, by extending the target audience, A&F c an attract more potential customer and gain more profit.1. Product deep down this IMC plan, we are not selling any offendicular products or item but rather the brand or any products that associated with A&F. The idea of this plan is to expand the age segment in order to attract more senior customer than before. Therefore, how to make the products appealed to those older customers is the concept that me need to take into account, in addition, investting more mature element in the design process will give the last(a) product a sense of maturity and a bit more fashion. Thus, the marketing objective at this part will be adding more mature flavor to the product and strengthen the product image to a high level that indicate the sense of maturity. After the fulfillment of this objective, Abercrombie & Fitch will not just the brand only focus on young people but also resign the reason why the brand suit the senior as well.2. PriceSometimes the price is the hardest part to decide in the process of setting objectives. Different brand price range from cheap to outrageous high, one of the reason that why A&F is so popular is due to the affordable price, the price that most of the people can afford it. However, affordable price is not equal with the normal quality, adding value to the price, make the price value beyond the price itself. There is several ways to accomplish this concept such as providing a higher quality of customer service in order to enhance the relationship between both sides, or strengthen the brand image by making people believe A&F is a brand that provides high quality merchandise. Eventually, the goal is to move consumer the value of the price is way beyond the actual one.3. PlaceMost of the time when shopping in the store, its obviously that the majority of customers are teenager, and one of the reason might be the environment is designed to attract the target market (young people), therefore, all the decoration or the aura inside the store is more like a young generation style, such as the picture on the wall usually are those macho men and sexy female the perfume inside the store is so strong that you can smell it after you leave the store and the light is a little bit gloomy that some time make people feel dizzy. As a result, all the reason that I mentioned supra might be the causes that hesitate senior to shop in the store. Therefore, the marketing object of this part is to crap a better and comfortable environment for senior. Meanwhile, its important not just to provide a suitable circumstance to shop but also an understandable way to reach through.4. PromotionOne of the problem that we need to solve with the promotion is to break through the generation gap, this gap might seems vigor seemingly, but it sure does matter the way that the promotion take place. The reason that I mention it is because the way senior see through the promotion process is totally different than young people, therefore, the marketing object ive is to concentrate on the meaning of the promotion, providing information that will attract senior customer to the store and also form the knowledge that A&F is a brand not just for kids but also for adult. As a result, by using the proper promotion, A&F can attract more people to generate more reputation, and hiking the revenue as well.The important strategic ideaAmong those fashion brands, A&F is the one that focus on the casual luxury segment, many people unstrained to buy its product due to the quality product and the fashion brand image, because of that, A&F suffer one of the most popular clothes brand among the world nowadays. However, when talking about the position that A&F stands, most of the people will consider A&F as a brand that only suit for young people, most of the product that display in the store are hoody, island of Jersey or jeans, those product usually deem as for children, but that is only the stereotype among all of us, if A&F can attract more people t hat is older to purchase the product, the image will at last change, and the brand will be widely consider as a mature brand such as Ralph Lauran, Tommy or Calvin Klein. As far as Im concerned, the reason why I think expand the target market from young people to senior is a proper strategy for Abercrombie & Fitch is because there still exist a great amount of potential customer that can occupy a huge profit to A&F having a bunch of young loyalty customer is not enough, the best way to build up a phenomenal reputation is to provide service to both junior and senior, make the brand broadly acceptable.Furthermore, when talk to those renowned brands such as LV, Gucci, Armani, we wont consider them as a premature brand or a bran that is only suit for young generation or some certain group but a brand that provides high quality of exquisite product. The purpose of this strategic idea is not set Abercrombie & Fitch at the same position as those fashion brands that I mentioned above. The reason of this strategy is to elevate the brand to a higher level that provide the mature feeling that can attract senior customer, meanwhile, when more and more senior customer enjoy A&Fs products, the brand image will produce more solid and convince people that A&F is a brand that not only suit for teens but also for adults.However, before starting this strategic idea, there are several thing that we need to reconsider, such as the communication situation, hows the current communication transmission channel looks like? Whats the tactic that Abercrombie & Fitch utilized to reach through customer? Is the current tactic suit for our new customer? Those questions are the one we need to elaborated, and come out with a more specific plan that can appeal more people, especially senior, to purchase our product. Furthermore, we have to redefine our customer, make sure me know the attributes of their shopping behavior or even the style that those senior prefer, this effort will give us t he knowledge to know our customer deeper and better. chat situation analysisAccording to this strategic plan for Abercrombie &Fitch, the main problem for senior to shop for A&Fs product is the wrong cognition that the brand is only suit for young people, and because of this reason, most of the senior will rather choice other brand that will provides them the sense of maturity and possess the fashion feeling at the same time. Therefore, based on this obstacle, we need to convey the right information to the right person. Thus, the information must be via the right channel and the massage must be tailor to bear upon what seniors needs. Nowadays, most of the information exposed through different media, and its wanton for people to see.However, there is no such a No.1 option, different media has its own function, it cant just apply to every ones need. For A&F, we can grab the pass from various ways, such as the commercial lunched on the TV, the picture issued inside the mags, the im age display on the giant billboard, the store that we shop on-line or even the massage within the store. Those channels all can make a very well impression on us therefore, the detail inside those channels will be the key factor to change peoples attitude. Take the magazine for example, in order to appeal senior customer, the picture inside the magazine cant just use young people as model, it has to show some grownup that is mature enough to bring out the specific feeling.Target audience analysisWhen speak to Abercrombie & Fitch, the first image or feeling that pop out consumers mind is the perception of vitality and youth, thus, the target audience for A&F is focus on those young generations from the age18 to 25. Meanwhile, except the age, there are several attributes that possessed by those people, such as the tendency of collecting fashion products, or owning the ability to purchase fashion items to make themselves looks better. However, based upon the new marketing strategy, the final goal is to extend the age segment and bring more senior customer to this market, therefore, the new target audience among this marketing plan is the age from 30 to 50 and possess the pursual characteristics 1. Self-Independent on the sparing statusGenerally speaking, most of the young customers cant afford to purchase a great amount of products at the same time because they are not self-independent on the economic status they still rely on parents income to supply their daily cost, and subject to parents order. However, if the target audience is focus on those seniors who have a greater power of use of obedients and services than those youth, they can purchase more products and make the purchase decision by their own. Moreover, due to this customer characteristic, there will be more consumption either inside the store or the on-line purchase, and the revenue will have a kinky increase as well.2. Live in the urban areaThere are several good parts that returns the custome r that live in the urban area, the first one is the people can have more access to purchase A&Fs product. Although the Internet is so popular now, we can even purchase the product at the on-line store just for a click, but we still cant have the virtual contact with the products. For customers, sometime is better for them to see the product by itself and give the product a try to make sure whether the item fits the person or not.Furthermore, most of the population lives in the urban area, and the majority of A&Fs store locates at the central of the city. Therefore, the people lives in the city can have more opportunity and convenience to reach its products. Second, the in vogue(p) trend and fashion info often starts from the urban area the people lives inside the city can gain the first-hand information about the latest fashion trend. 3. Care about personal imageNo matter male or female, the target audience must have somewhat narcissism in her or his personality. They believe that wearing good-looking cloth and the right brand can creates the sense of confidence, and thats the reason why they choice A&F to be the brand they want.4. Interesting in the fashion domainPeople who love fashion tend to pay more focus on the apparel industry, because there is a strong connection between each other. Every time there is a new product exhaust or a product co-branding with a famous designer, the person will follow the news and try to participate in the event, and theres a high portion that the person will purchase the product.Positioning strategy analysisPositioning StatementAmong all the people from age 30 to 50, who love fashion products and enjoy wearing casual luxury apparel (Target audience) Abercrombie & Fitch (Product/Service name) Is one of the most famous causal-luxury apparel brands in the fashion industry (Competitive set) That performs confidence, vitality and singularity to customer (Benefits proposition) Because of the high quality product and the stylis h design (Product support) 1. Target audienceIn the localization statement, the target audience is not just for those young people but also focus more on the senior market. Based on the Strategic idea of this IMC plan, the perfect age group is from 30 to 50, because they possess several preponderance such as having a job and a more durable income than those young people, thus, they have more opportunity to purchase A&Fs products. Moreover, seniors usually have a better taste on closing than juniors, therefore, if A&F can make those seniors come its loyalty customer, it can transfer the image that the brand is not just for young people but also for those mature adults.2. Product/Service nameAccording to this IMC plan, there are no specific products that the company wants to promote or use as a strategy to boost the sale. Our mission is to promote Abercrombie &Fitch s name and appeal senior customer to use our product. Therefore, the goal of this plan is to castigate the image and promote the concept that the bran is more likely for senior.3. Competitive setFor Abercrombie & Fitch, our competitive set is not just in the apparel business, but also the whole fashion industry. The products for A&F are miscellaneous, so thats the reason why A&F can compete with different kinds of fashion brands. Furthermore, because the brand has already well known by the public, so they dont have to put extra effort on creating brand awareness.4. Benefits propositionThe people who wear A&F cloth or use any of its products can feel a sense of fashion and confidence due to its unique position in the market. The feeling that elicit from the product can be somewhat wide awake and mature, and thats the feeling, which appeal to most of the consumer to purchase its product. Meanwhile, based on the new strategy, we want customers to have a different experience than before by means of a much mature image that can persuade senior to get involve in it.5. Product supportThe reason why A&F is so popular around the word is because the stylish design and the unique image that convey to the world. Those apparels or products that design by A&F are usually simple but modern there is no fancy figure or glary color on it. Therefore, the brand is easy to distinguished from the other competitors, and also thats the reason why I think the strategy to expand the age segment to a higher level is feasible, because usually the more simple trait that the product possess, the more easy for the product to be considered mature, and thats the thing our new potential customer wants.Communication objectives and strategiesAlthough there are various brands within the fashion industry, different people choice the brand that suit them the most, sometime is based on status, some time is based on personal taste however, the reason why so many people, especially teenagers, appealed by A&F is owing to its stylish design and vigorous image. However, the problem of this IMC plan is how to get seni ors involve in this brand and turn them to up hold A&Fs products. Thus, the communication object is to send the massage to the target audience and boost the revenue by convincing people that the brand is not just for teens but also will be the best choice for seniors to purchase when they need closing.In order to accomplish the communication objective, there are several strategies that listed below 1. To create a suitable environment for senior to visit A&F stores In order to fulfill this strategy, we must conduct some research to realize whats the key element that triggers senior to shop and whats the condition that make them feel comfortable while they doing purchase. The reason for doing this strategy is because the current environment is designed to attract young consumer, therefore, in order to attract senior customer, the company must figure out the best shopping environment to appeal them to come.2. farm the idea that Abercrombie & Fitch is a brand for senior Refresh the tr ustworthy image of A&F and put the sense of maturity into the brand whereby senior feels like this special brand is for them. In order to execute this strategy, we must use different marketing tools and various mediums to accomplish this mission. More details will be illustrated in the last part of this IMC plan. 3. Move Abercrombie & Fitchs image up to those high-end fashion brand such as Calvin Klein and Ralph Lauran. The purpose of this strategy is to let people build the connection for A&F to those high-end brands in order to increase the brand value. By strengthen the brand value, more people, especially senior, will consider A&F as a phenomenal brand to purchase.Program of tactic and executionsWith regard to this IMC plan, there are various tools to accomplish this mission different tactic has its own benefit so we need to slice them together then maximize the great amount of benefit from it. There are so many disciplines such as advertising, personal selling, PR, etc. There fore, sometimes we just cant use them all we have to select some of the most effective ways to conduct the strategy that we came out with. And so by, according to this plan, several tactics will be elaborated in the following paragraph1. Product placementThe reason why this alternative marketing tactic is a great choice for this strategy is because by using this method, not just the product of A &F can expose to the customer but also the image. When the products display inside a movie or commercial, the audience will have a chance to see and have the perception of it. Meanwhile, this tactic has been so popular for quite a long time and most of the company considers this tactic as a great ways to promote their brand or product, so the potential influence on customer is quite huge. Therefore, based on our strategy, we will expose our product or our brand image to the public, but we need to place it in the right place and person. We will execute our plan by putting A&Fs products or log o on senior who take part in the movie or commercial, the reason why we are doing this is because we want the customer who is in front of the TV or computer to deem the brand is looking good on those people.Generally, we seldom saw A & Fs product wearing on senior among any program, so thats the ideal we want to convey to people. Furthermore, in order to illustrate more specifically, we will choice certain people or program to expose our brand image, take the actor for instance, when choosing the people to wear our product, we might consider senior more than young guys, the actor such as Gorge Clooney or Sarah Jessica Parker will be the best candidate for translate the new image of maturity to people. In addition, we must pick the right movie or TV program to place our brand into it, because some time if the movie or program is for teens or children, the purpose of this action will be not successfully accomplished.2. AdvertisingThere are various ways in advertising, each of one has it own advantage, however, in this case, there will be only few channel that appropriate to accomplish this goal, such as * Television In nowadays, people can get a slew of information from TV, and it is also the best way to create awareness. According to this channel, the best way to convey the information that the brans is not only suit for young people but also adults as well is to launch a commercial that carry the image of senior wearing A &F product and shows how confidence they can be just because the brand can bring the sense of fashion and maturity. When people, especially seniors, see the commercial frequently, they will gradually change the original brand image in their mind.* MagazineThere are tons of different magazine in the field now and it has possess several advantage such as high marketing segment, long-dated attention to ads, high color quality, etc. We, however, cant put our advertisement in all of them, we must be specific, choosing the right one that can reac h the right person, therefore, according to the strategy, the target magazine will definitely be those fashion one such as Elle, Ebony, Vogue, People and FHM. Furthermore, in order to promote the perception of mature and professional, those famous magazine such as TIME, Economist, ADWEEK will also be taken into consider. Take TIME for example in order to give the audience an explicit impression, we might consider buying a whole page for our ad, thus, once the reader start to read, the image of our brand will unfold in front of them.* OutdoorThe place that can display the ads are not just in the TV or magazine, there are many places we can use in the public area to show our brand image and product advertisement, such as the giant billboard out side, the bus stop next to your house, even on the public transportation can have a space to make advertising. Therefore, we will display our brand image in those places that people see the most make sure our exposure can reach people as much as possible. To make this tactic more specific, A &F will runs this method by putting out senior celebrity image such as Gorge Clooney the image of him will mostly convince people that A&F is a brand that fits on senior and it looks good as well.3. humans RelationsIn the tactic of PR, our goal is to build the right image we want, and let people feel positive that this new brand image is positive. Therefore, by using all the tools of PR such as the news release, annual report, news conference etc. we want people to know the brand is extending its image to a higher level, and will provides customer a better feeling that will appeals to those senior customer. To execute this strategy by using PR, we might have to combine different tactic to maximize the outcome. For instance, in order to spread the new image out, we might need to set up some event or co-branding with the others.And so by, we might need to set up a news conference or launch a press release to run our story to the publi c. In addition, one of the functions of PR is to create positive image and strengthen companys reputation, so by sponsoring special event such as the Oscar ceremony, LPG golf tour and the Grand slam series the image of A&F will be seen not just a brand that provides causal luxury apparel, but also a brand that possess high-end perception and the sense of maturity. Furthermore, in order to let people understand the reason why the company comes up with this idea, and to convince senior to use its product the company can release some article that is relevant to this topic, getting people familiar with the new idea.4. Celebrity EndorsementBy using well-known people to promote its product can make the brand image more clear and gain more attention. In order to make our brand shine and bright among the public, the company is imperative to choose the right person for endorse its product, several condition such as the person need to have a positive image that well accepted by the public, th e persons personality needs to match with the brand or the product otherwise, people will think the brand has no connection with the person, and that will make the credibility decline. So, in order to fulfill the condition and match the strategy we set up, we will invite celebrity such as Gorge Clooney, Brad Pitt, and Robert Downey jr. to be our spokesman and by using their mature charisma, more people will convert their first image of A&F and turn in to the perception as the strategy we wanted.5. Event marketingIn order to promote the strategy and boost the sale, we can create several events to accomplish this goal more detail will be elaborated in the following paragraph* The A membershipTo create loyalty customer and reward them for their purchase, we will conduct a membership program that give them the benefit as a return. The program will run first with applying our membership card and join the A&F club after applying, every time when they purchase a certain amount of money, t hey can get some credit, and after collecting enough credit, the person can enjoy a permanent 30% discount on every purchase afterward. Moreover, the person who gets a perpetual membership can receive a 100 dollars gift card on his or her every birthday. * The I want to fly fashion eventIn order to strengthen the function of our perpetual membership, we will co-brand with unite flight path and American Express every time when you take a flight with United Airline or purchase product from A&F by using American Express, the person can receive bonus from it, and can use the bonus to purchase flight ticket or products within A &F store.ConclusionNowadays, Abercrombie & Fitch is one of the most famous fashion brand in the world, the brand has it own unique image and special value, the trend of buying its product is not just happen in the State but also around the world. However, besides the current situation, the company has more opportunity to enhance its brand equity by expanding t he customer segment to a higher level. In order to make the brand more accepted by senior, we must create another image that can appeal to them, make them feel the brand is not just for cool teenagers but also for mature adults. Therefore, the strategy of extending target customer to the senior segment can bring more profit to the company and form a new brand image, providing customer another high- end brand to shop and make them feel special.