Abercrombie & Fitch is a retail clothing store geared towards young Americans from the ages of 16-24 years old that some would refer to as preppy or cheeky. Their customers care about shallow things such as their outer appearance as well as being worried about deeper topics such as being environmentally conscious. Their customers are thin-average in weight. People that shop at Abercrombie & Fitch have more of a disposable income than the average person and are looking to pay slightly more for the A & F name. Abercrombie & Fitch have a children’s line mostly because the 7 year olds of the household wanting to be just like their 16 year old sister. A&F advertising campaigns consist of mostly print ads, mixed in with social media internet sites, ensuring that their name or logo is visible on almost all clothing items sold, and pumping men’s cologne into their HVAC system so that the smell entices the youngsters to come in to their store. In 2003, A & F received some grief from the near naked prints in their “magalog” (www.seattlepi.com, 2003). The print ads feature very attractive male & female models depicting a body image that very few people can achieve. Sears/Kmart advertising campaign varies drastically from Abercrombie & Fitch because their target market is drastically different. Sears/Kmart target markets are for the parents of the world. Sears & Kmart are still doing print ad directly mailings along with running TV commercials. And coupons are still an advertising technique that both Sears and Kmart use to entice people to visit their stores. Sears’ ads often feature tools and electronics to appeal to the dads of the house but then they also feature shoes and dresses to appeal to the moms of the house. Appliances, exercise equipment, tools, and outside gardening equipment dominate Sears sales so they have to appeal to people that buy those types of products. Advertising Age estimated global measured advertising expenditure of $795m...
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