2.30
CHAPTER 2:
fashionable financials
PROJECT:
annual report design
CLIENT:
ABERCROMBIE & FITCH
PROJECT OBJECTIVES
CLASS:
graphic design 2
INSTRUCTOR:
MARC ENGLISH
2.31
TRENDY TEENS DEMOGRAPHIC SEGMENTATION
To create an annual report design capturing the essence of the Abercrombie & Fitch brand, using the brands colors, style, and products.
FASHIONABLE FEMALE TEENAGERS
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
FASHION CONSCIOUS MALE TEENAGERS
also are more concerned with their appearance
whose parents are unable to afford these high-end
ful of times throughout year. Regardless of the
and the social status associated with wearing the
apparel products, or just don’t believe these pro-
educational institutions they attend, they purchase
latest designer apparel products
ducts are worth the higher price. These teens will
Individuals in this segment are from Generation
Abercrombie & Fitch products because they are
Y ranging in age from their early to late teens. Over
designed in the latest fashion styles. They are also
75% attend public schools where they’re allowed
consciously and unconsciously drawn to these
to wear the clothing of their choice. The other 25%
“Casual Luxury” apparel products because of the
percent attend private schools that require them
status symbolism associated with them. All of the
of information graphics. In order to successfully communicate the type of products the company produces
The majority live in suburban areas within close driving distance to large metropolitan areas. Their parents often own homes, townhouses, or apartments in communities that would be classified as INCOME SEGMENTATION
games or surfing the web on their computer, and
The parents of these teens are well educated with
regularly communicating with friends on social
one or multiple college degrees, and possess jobs
networking sites and their cell phones.
that provide them with a moderate to high level
GENDER SEGMENTATION
of disposable income. As a result these parents are able cloth their children in the brands and styles
the design should incorporate the textures and color palettes of it’s most popular products. The annual reports body copy should use the same Adobe Garamond Semi Bold typeface used for their logo. Other elements of the design such as pull quotes, headlines, sub-heads, and page numbers should also be set in
additional level of contrast and create a clear visual hierarchy.
GEOGRAPHIC SEGMENTATION
life with large groups of friends who share their
The design should convey the brands vintage, urban, risqué identity through imagery and the design
sans serif typeface in medium to heavy weights. These elements should also be large in scale to create an
find ways to earn money to buy them themselves.
teens within this segment have a very active social
out at the mall, going to movies, playing video
this typeface, but in various weights. In order to create a contrast, the information graphics should use a
PARENTS WITH TEENAGE CHILDREN
to wear uniforms, except on free dress days a hand-
fashion sense. In their free time they enjoy hanging
This segment is composed of 60% female and
of their choice. These parents are able to provide
40% male. The reason it is composed of a higher
their children with an allowance or money for
percentage of females is because they are more
them to spend on products or activities of their
interested in the latest fashions than males. They
choice. There is a small portion of teens however,
FEMALE COLLEGE STUDENTS
MALE COLLEGE STUDENTS
RESEARCH ANALYSIS
Young adults who make up this segment are in their early twenties (Generation Y) to early thirties
YOUNG ADULTS
into the provocative “Casual Luxury” the apparel store it is today.
evolving into the company it is today. The company was established
Creating a successful design solution had to capture the essence of
in 1892 by David T. Abercrombie and Ezra H. Fitch, and initially sold
the company’s youthful “Casual Luxury” style seen in its products
high-end sporting goods and outdoor apparel products. Despite the
marketed towards its target audience of teens to young adults. For
stores success for over eighty years, it was forced to close and file
this project however, this target audience was actually an indirect
for bankruptcy in 1976 as a result of new younger competitors enter-
or secondary target audience. The primary target audience for the
ciated with them. These teens parents justify the higher price of the company’s products because it’s what their children desire, and want to provide them with the apparel products they want.
YOUNG BUSINESS PROFESSIONALS
is a small portion of this group that have full time
mature and feeling that they have out grown the
to part time jobs in order to pay for part of their
style of the company’s apparel products.
tuition, and provide them with financial means
The majority of young adults in this segment who
to purchase designer apparel products and other items they desire. GEOGRAPHIC SEGMENTATION
afford until recently. The oldest young adults in this
are still in college have access to a moderate level
such as attending concerts, school sporting events,
segment are still in the early stages of their profes-
of disposable income as a result of their parent’s
Individuals in this segment who are attending
weekend excursions or vacations, and going out
sional career, and are now discovering new interests,
financial assistance. Their parents are often able to
college live in dorms or live small homes or apart-
for drinks or meals with friends. Those individuals
activities, and hobbies, which is made possible
cover the complete cost of their tuition and other
ments that are located within walking distance of
in their late twenties to early thirties within this
by the increased level of disposable income.
their college. Young adults in their mid twenties to early thirties in this segment often live in large or
GENDER SEGMENTATION
small cities and towns.
the company produces, and are often able to wear
This group is composed of 45% female and 55%
this style of clothing to their jobs. A portion of
male. The lower percentage of females in this seg-
this group however is composed of young adults
ment is due to two reasons. Females within this
They purchase Abercrombie & Fitch apparel pro-
who have just recently obtained a moderate level
group often attend colleges located near cities or
ducts because they are designed in the latest styles
of disposable income, enabling them to purchase
metropolitan areas which offer a larger variety
and the status symbolism associated with them.
designer apparel products they were unable to
apparel stores (small boutiques, and large high-end
BENEFIT SEGMENTATION
STYLISH STOCKHOLDERS DEMOGRAPHIC SEGMENTATION FASHION CONSCIOUS YOUNG ADULTS
Abercrombie & Fitch has come a long way over the course of its life
latest fashion styles and status symbolism asso-
expenses. Like the previous target segment, there
be drawn to the “Casual Luxury” apparel products
THE RUN DOWN
apparel products because they’re designed in the
have a very active social life and enjoy activities
segment are young professionals who continue to
STYLISH STOCKHOLDERS
This segment purchases Abercrombie & Fitch
The second is attributed to them becoming more
INCOME SEGMENTATION
group are typically college students. They typically
FASHION AFICIONADOS
BENEFIT SEGMENTATION
department stores), providing them more options.
(Generation X). The youngest individuals in this
TARGET AUDIENCE RESEARCH ANALYSIS
upper middle class.
FASHION AFICIONADOS DEMOGRAPHIC SEGMENTATION
AGE & LIFECYCLE SEGMENTATION
TRENDY TEENS
CATEGORY:
RESEARCH ANALYSIS AGE & LIFECYCLE SEGMENTATION
ADULTS WITH FASHION CONSCIOUS CHILDREN
INTUITION INVESTORS
growing number of teens and young adults whose
because both genders see the potential for rising
These individuals would much rather take the risk
disposable income has steadily risen in recent
profitability in the future, given the rapidly growing
and invest their money in the stock market rather
years, they believe that Abercrombie & Fitch will
spending power of teens as well as young adults.
than depositing it in a bank account earning a low interest rate percentage.
This segment is composed of adults from the
continue expand its stores and operations which
Baby Boomer Generation and young adults from
will increase the company’s stock price. This group
Generation Y (28-45). They choose to invest in
of investors is more likely to invest in companies
companies that they or other family members or
that they believe will become more successful and
of fields. Their income level ranges from $70,000 to
Roughly 65% of this segment lives in suburban
friends purchase products from. Given the rapidly
profitable, as apposed to companies suggested
$120,000 annually. This provides them with the
areas that are classified as upper middle class. The
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION They typically make comfortable living in a variety
by financial analysts and news organizations. They
other 35% live in large cities in apartments and are typically young adults who work near by.
in the sporting-goods industry. Recognizing the company’s strong
annual report was current investors in the company, as well as new
are very aware of the latest fashion trends, and
brand equity, Oshman’s Sporting Goods purchased the company’s
potential investors. A large portion of these investors would likely be
and accessories. When dining out, they seek the
brand identity and its extensive mailing list. Oshman’s then used
familiar with the brand through their own experiences, while some
the identity to market its own specialty hunting apparel and outdoor
would also be familiar with the brand from shopping at Abercrombie
accessories. It wasn’t until almost ten years later when Oshman’s
& Fitch for their children or teenagers. There might also be a smaller
sold the brand to The Limited that the company was transformed
portion of fashion conscious adults that are familiar with the brand.
are drawn to high-end designer apparel products BENEFIT SEGMENTATION
newest restaurants for the experience and atmos-
They invest companies like Abercrombie & Fitch
phere as much as the food they offer.
because they are familiar with the products they sell. They can also relate to wanting the latest
GENDER SEGMENTATION
designer fashions. They believe the company will The segment is composed of 50% male and 50%
financial means to make sizable investments in the
female. The gender segmentation is equally split
stock market and other investment opportunities.
become even more profitable in years to come.