Can Gmv Repeat Its Brand Name

　　“ Once a brand is buried, it is very difficult to make a comeback, and it is even more difficult to become the leader of the industry again. But a&f did it with tiktok 。”

In a recent earnings call, a & F brand reported that the fourth quarter of 2021 was its "The best quarter of social sales ever" On social media, a&f's sales increased by "three digits" compared with last year. So how did they do it? A & F is mainly through reaching their target audience in places they like—— TikTok ——Show what they want.

　　 01、 Chaopai's dust Can we make a comeback?

I believe many older generation Z still remember the '00's Abercrombie & Fitch It brings the smell and feeling to young people. The dim lights, strong music and strong Cologne Perfume in the store make the mothers of the same trade just want to wait outside the door. But it's far less exciting than taking a shopping bag with a moose T-shirt from the store (if you find the right size for yourself).

Nowadays, a & F (Abercrombie & Fitch) looks and feels quite different: stores are no longer so dark, clothing sizes and shapes are more inclusive, and the moose logo is almost gone. All of these changes began in 2017, with a & F's chief executive, Fran Horowitz, a & F's chief executive, to reshape the brand on a large scale, with the aim of abandoning some of the brand's past mistakes.

Coy brown, the creator of tiktok, said she couldn't wear a & F because of the size from small to large, so she was very surprised when she learned about the brand change.

"I see that there are more than one body type that can wear these clothes with pride, which means a lot to me. And I know it's just as important to me, or to other girls in large or medium sizes."

Brown said that as she worked with the brand, she would do some try on sharing and "inspirational content" on her page and brand page. She said a & F allowed her to choose the products to wear in the video based on her feelings.

According to the author, the key is to let the creator play the role of freedom. "Generation Z has the most powerful BS detection capability compared to other generations," he said. "Once they smell too commercial or too embarrassed, they will quit."

　　 02 Seize the opportunity Repositioning

Megan Brophy, a & F's senior director of marketing, said that at the time of the influx of generation Z into tiktok, especially the outbreak of the new epidemic in 2020, it has stimulated the boom of generation Z shiyongtiktok. "We've seen a lot of organic events on tiktok for the brand, and the response is very good." She said, "so from then on we Pay more attention to tiktok's marketing And from 2021 to 2022, we started a great journey on this platform. "

According to broffe, a&f aims to create a brand image of what she calls "long weekend thinking" for young people aged 25-29 who have not yet settled down and can spend time traveling or spending time with friends.

When talking about how to attract audiences, broffy said it was important for a & F to show "lifestyle, not just fashion sense". So they started working with creators from all walks of life, from comedians to chefs, not just fashion celebrities.

"We all know that this brand used to be displayed in a more unique way, but now we need to make it more inclusive and make it a place where everyone can find a sense of belonging." Broffy said.

However, neither a & F nor if7 would like to disclose which celebrities they are working with, but according to the FTC guidelines, some people have disclosed their partnership with the brand due to the use of "advertising" or "partner" labels on their apps. For example, make-up artist Mikayla Nogueira, dancer TEGA Alexander, model Remi Bader and comedian Jen Nicole. Tealynn wrote on her tiktok that "moose are small, But the era of Abercrombie has long changed. "

　　 03 Seize the heart of customers A & F grows wildly on tiktok

At present, the number of views of the ා Abercrombie topic tag on tiktok is about 245 million times The number of visitors to "abercrombiehaul" is about 45 million times 。 Some videos, like having a Over 400000 likes It's not direct advertising.

From organic social growth to income to social chat, Ms. broffi said she was delighted to see that tiktok had such a big impact on their growth indicators. Third party research on the brand shows that the brand has a high degree of popularity among customers. They also see "six digit traffic" on the site from content created using if7.

"It's going to take some time to reinvent the brand - it's been going on for a long time," broffi said. "But it's true that over the past six to nine months, people have started to pay attention to it and are very excited about it, and they're willing to share and express how much they like the brand. It's really great."

Will the moose return? Bloffi said that they would ultimately leave the decision-making power to consumers, listen to their opinions, and understand the trends and styles they want. Now the signs and icons are not moose, but they may reappear.