Brand Renaissance Initiative

byChristopher Bacani

About Ruehl Launched as the third of four Abercrombie & Fitch Brands Officially launched on September 24, 2004 at high end

malls in New Jersey, Illinois, and Florida Had the theme of “post graduate” by Abercrombie & Fitch Store was named after the Ruhl family who immigrated to

New York and set up businesses in the Greenwich Village area

Announced their closing in 2009, officially ceased operations in 2010, citing economic environment and less than stellar sales in comparison to its sister brands and other competitors. Officially closed on January 10, 2010

Why I think Ruehl can resurface?

Abercrombie & Fitch (the parent company) became as successful as it currently is due to their own brand renaissance, If the same kind of marketing, unique positioning, etc were applied to Ruehl. I believe it wouldn’t only make a comeback but live a much longer life.

Recommendations - New Positioning/Targeting/Pricing

Abercrombie & Fitch underwent their own Brand Renaissance in the late 1990s when CEO Michael Jeffries took over. Since then the brand has grown into their own company. In addition to more product offering, Ruehl will adjust their positioning, targeting, and pricing

Each Abercrombie brand has their own unique positioning “Post Graduate” “Fifth Avenue by Abercrombie & Fitch”

New target market will be consumers aged 30-50 Will depart from old targeting, which shared the same market

as A&F. These newer consumers still like the Abercrombie brand, but will be able to afford more premium offerings

Pricing will be adjusted to better fit consumers Previous pricing was too high

Recommendations - Service Dominant Logic

New staff will be trained to almost be conciergeHigher emphasis will be placed on the

consumer’s time inside the storeCustomers will be asked to provide feedback on

the store (by managers) Help us to help you

Personalization available (patch up a hoodie, embroider a jacket, bag, etc.) Co-creation of value

Recommendations - Marketing 3.0

Branding will lie with the consumers. Co-creation of value will be KEY

Personalization, clothes altering, more helpful staff, etc. Consumers can help create new products. New product design contest, etc.

The new staff will better help the customer create value in what they buy Making a purchase turn into an outfit, suggesting

clothes to go with it. Creating more value for the consumer so it’s seen as important rather than another small thing in a wardrobe

Recommendations - Experiential Dimensions

Ruehl would join sister brand Hollister in providing an EXPERIENCE in their stores

Ruehl Live feed of Fifth Avenue street scenes,

overlooking Central Park, etc. Live feed can be diversified to show other

seasons, holidays, etc. New York Times newspapers, candies, gum, other

stuff sold to really give it the feel of a New York Store.

Ambient noise, such as New York streets

Brand Look - The “OLD” Ruehl

Brand Look - The “NEW” Ruehl