For a class project, we were asked to conduct an empirical study on a brand of our choosing, discover the business problem, and deliver insights and recommendations based on primary, secondary, and syndicated data.
I chose to research the brand perceptions of Abercrombie and Fitch pre and post-release of the White Hot: The Rise and Fall of Abercrombie and Fitch documentary.
The research questions I asked were:
- How have Abercrombie and Fitch’s demographics changed over the years since 2012?
- After the release of the Netflix 2022 Documentary, White Hot: The Rise and Fall of Abercrombie, how has brand image changed?
- How does brand perception towards Abercrombie and Fitch change throughout consumers’ life stages?
- How effective has the rebranding of advertisements been towards consumers?
My research objectives throughout the entirety of the project were:
- To examine the shift in Abercrombie Fitch’s demographics over the years
- To understand consumers’ brand perception of the Abercrombie and Fitch brand
- To measure the effectiveness of the rebranding of advertisements
Below is the final report based on the semester’s work.
