Abercrombie is targeting Millennials with the launch of special occasion clothing. In the last ten years, the brand has struggled with sales, with net income declining from $476 million in 2008 to just $7 million in 2017. In the last two years, they’ve shifted their marketing strategy to reach 20-to-30-year-old customers on social media and invested in Instagram’s “Checkout” feature. Now, as young consumers plan for major life milestones, the brand is adding special occasion clothing that can be worn to wedding events and office parties. Millennials are in the “wedding sweet spot,” reportedly spending up to $1000 per wedding. They’re also likely to share photos on social media—and bride influencers tend to help give brands more traction. (Glossy)
