Deciding to focus on Abercrombie & Fitch. I found different ways the brand was struggling, e.g how the previous CEO approached matters and his attitude towards the public, and how the brand is currently losing their identity and image, from the previous relaunch which was not successful. Previously the brand has used sexuality and sexual images to promote themselves. However, these ideas are not acceptable in advertising anymore, due to how they are being represented in the market and how it is affecting their consumers. A&F has moved from being a highly successful brand to one that is struggling in a matter of a few years.  

From this, I began to research further into the brand to create a marketing report.  Learning more about the brand's current marketing position, their competitors and the controversies following what occurred. I suggested a proposal concept for the brand to help them improve their sales by aiming their products at a new market.