Abercrombie & Fitch (A&F) is an American retailer that focuses on upscale casual wear for young consumers, its headquarters are in New Albany, Ohio, a suburb of Columbus. The company operates two other offshoot brands: Abercrombie Kids & Hollister Co. The company operates 1,049 stores across all four brands. (Wikipedia, 2017) Once known for its sexy ad campaigns, the company has toned down its imagery and no longer displays nearly nude models in their advertisements. According to Chairman Arthur Martinez, Abercrombie and Fitch is now targeting an older consumer, from ages 18–25. These changes provide the hopes that the audience will see the company is evolving along with its consumers, and boost sales. (Wikipedia, 2017) The field of digital content marketing is maturing, and companies need to make sure that their content campaigns and strategies are keeping up (James, 2017) and being published on time. Gone are the days of free publishing tools, paid third party platforms are paving the path for content publishing. Spredfast can assist many companies including Fortune 500 companies succeed with publishing their content, listening and responding. Thus making social media marketing, real, more human like receiving more engagement and having ads that stand out. Spredfast is a U.S.-based social marketing software company that provides community management, content management, social care, and social analytics tools to brands and agencies. Spredfast was able to assist with Abercrombie & Fitch with publishing and finding those crutial conversations online, and knowing exacting when to take a stab at a conversation, and know when to monitor it, chime in and provide customer support.
A business cannot remain successful without undergoing change through ongoing product development and design. At one point in time, the majority of new products would be developed through brainstorming sessions – likely with key corporate players sitting around a boardroom table and a large flip chart or white board for recording. Today, product development is vastly different. The current use of technology enables individuals to converse and collaborate anywhere in the world. Perhaps what is of particular interest is the inclusion of social media and how it is now common place for companies to rely on their customers to come up with product ideas. In the world of retail sales, this route can be quite successful. Frito-Lay and their “Do Us A Flavor” contest is a perfect example of a company that took incorporating social media for product development to a whole new level and with great success. Not only does a social media based product development campaign engage customers, it enables the company a chance to create a product that hits the shelves with customers already feeling invested and ready to open their wallets. But is it possible to utilize the same social media product development in other industries to develop services, or possibly entertainment?