Browsing by Author "Bertelshofer, Lena"
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- The power of the people : consumer-driven brand repositioning of Abercrombie & FitchPublication . Bertelshofer, Lena; Lakishyk, KyrylThis dissertation uses the example of Abercrombie & Fitch to investigate how changing social values and cultural norms are driving profound changes in corporate strategy. It examines how these cultural changes are forcing brands to re-evaluate their identity and strategic positioning in an increasingly dynamic market landscape. Focusing on Abercrombie & Fitch’s journey, this qualitative case study highlights key moments of crisis and pivotal decision-making. By drawing on concepts like ego-expressive brand positioning, crisis management strategies, and consumer-driven brand evolution, it presents the complex relationship between consumer expectations and the adaptability of companies. The findings highlight the critical need for companies to strike a balance between authenticity and adaptability. Finally, the dissertation offers a teaching framework designed to help students and professionals apply these insights to real-world brand management challenges, emphasizing the transformative potential of a consumer-first approach.