Structure of Report
1) Background/context to the case study
2) Discuss the aspirations of Abercrombie & Fitch based on your evaluation of the case study
3) Critically assess the culture (including subculture) of Abercrombie & Fitch and how the brand has utilized the power of reference groups in their marketing
4) Conduct primary research to investigate the perceptions and attitudes towards Abercrombie & Fitch along with millennials or Gen Z
5) Identify one brand that communicates very different values in their marketing than Abercrombie & Fitch do, but that is still considered & perceived as “aspirational” among your consumer group chosen in point 4.
6) Based on the secondary & primary research conducted; discuss whether you believe the marketing of Abercrombie & Fitch would be received positively by Gen Alpha in today’s society.
All positions should be supported with evidence and in all cases, references should be made to relevant theory.
Integration of different theories and concepts under the following topics are expected:
1) Perception
2) Self-Concept
3) Reference Groups
4) Culture & Sub-Culture
5) Attitudes & Decision Making
6) Personality
7) Learning Memory
8) Motivation
9) Social Class
