Insight Sources: Digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser.
Male Gen-Z, Millennial Opps: Abercrombie & Fitch ramps up ad spend to attract more consumers (Score 69)
Sales lead: Reach out to offer ad space & to see if you can provide agency assitance. .png)
- Abercrombie & Fitch (A&F) disclosed during its recent Q3 earnings report that it is focused on expanding its consumer base.
- The company currently does well with Gen-Z and millennial women, but it is working to attract more men.
- To accomplish this, the company will continue ramping up digital spend and roll out new products.
- A&E will also utilize influencers and collaborations more.
Target demographic: Gen-Zers & millennials
The company will likely:
- Diversify digital ad placement
- Seek agency partners that can help it reach additional consumers
- Partner with more influences
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: A&F spent almost $29.9m on digital display ads YTD, a huge jump from $11.4m spent in this channel during the same time period of 2022.
- YTD data: 4b impressions via Instagram (49%), Facebook (34%), and YouTube (17%).
- 2021-2022 spend: Full-year spend equaled $14.3m in 2021 and $14.7m in 2022.
- Ad location: It placed 100% of these ads directly onto instagram.com, facebook.com, and youtube.com.
Additional channel insights
- Top podcasts sponsored: Up First, The Dan Bongino Show, The Fighter & The Kid, VOA Learning English Podcast, and No Agenda.
Agency analysis:
- Opportunity: Get in touch now if you can help A&E attract more male shoppers.
- Current roster:
