Home Depot Retail Research Project
MKTG 1010
Targeting The College Age Apparel Market When it comes to vying for the hearts, minds and money of America’s teens and twenty-somethings, there are a few strategies that can be used that are tried and true. As we look at the two retailers, Abercrombie & Fitch and American Eagle, it’s clear that they go after the same target market while maintaining a much different approach from each other.
When a customer walks towards an Abercrombie and Fitch store (or their teen marketed brand, Hollister) they are immediately overwhelmed with the environment of the store. Abercrombie stores are dark, with huge pictures of perfect men and women and they emit the smell of their signature cologne, Fierce, from what seems to be hundreds of feet away. There are no windows in the shop and there’s usually loud house music playing. As they walk into the store, they are greeted by a gorgeous employee, who guides you into the dimly lit room and points you in the direction that you need to go. This illustrates one of the first paramount differences between the Abercrombie & Fitch branding and the American Eagle branding. As one approaches an American Eagle, the store is brightly lit and all of the windows are uncovered. The employees are nice and upfront, but average looking and welcoming. Also, in the stores, there is a wider variety of teen to young age groups shopping inside them.
When it comes to store layout and theme, Abercrombie & Fitch is trying to put off the image that their store is exclusive and secret. There is no way to see into the store from the outside as the windows are covered and the front door is just an entrance to a huge picture of a model. The employees that greet you are very good looking and are in the best of shape. According to Abercrombie CEO Michael Jefferies, sex appeal is everything for his brand. Recently he stated, “It’s almost everything. That’s why we hire good-looking people in our stores. Because good-looking people
Targeting The College Age Apparel Market When it comes to vying for the hearts, minds and money of America’s teens and twenty-somethings, there are a few strategies that can be used that are tried and true. As we look at the two retailers, Abercrombie & Fitch and American Eagle, it’s clear that they go after the same target market while maintaining a much different approach from each other.
When a customer walks towards an Abercrombie and Fitch store (or their teen marketed brand, Hollister) they are immediately overwhelmed with the environment of the store. Abercrombie stores are dark, with huge pictures of perfect men and women and they emit the smell of their signature cologne, Fierce, from what seems to be hundreds of feet away. There are no windows in the shop and there’s usually loud house music playing. As they walk into the store, they are greeted by a gorgeous employee, who guides you into the dimly lit room and points you in the direction that you need to go. This illustrates one of the first paramount differences between the Abercrombie & Fitch branding and the American Eagle branding. As one approaches an American Eagle, the store is brightly lit and all of the windows are uncovered. The employees are nice and upfront, but average looking and welcoming. Also, in the stores, there is a wider variety of teen to young age groups shopping inside them.
When it comes to store layout and theme, Abercrombie & Fitch is trying to put off the image that their store is exclusive and secret. There is no way to see into the store from the outside as the windows are covered and the front door is just an entrance to a huge picture of a model. The employees that greet you are very good looking and are in the best of shape. According to Abercrombie CEO Michael Jefferies, sex appeal is everything for his brand. Recently he stated, “It’s almost everything. That’s why we hire good-looking people in our stores. Because good-looking people
Cited: Bove, Brian. “Battle of the brands: American Eagle vs. Abercrombie & Fitch.” Examiner.com. Clarity Digital Group, LLC. Web. August 6th, 2009. Lutz, Ashley. “Abercrombie & Fitch CEO Won 't Apologize For Saying He Only Wants Cool Thin People To Wear His Clothes.” BusinessInsider.com. Business Insider, Inc. Web. May 16th, 2013. Breslaw, Anna. “Abercrombie & Fitch Is No Longer The Swaddling Cloth of The Popular.” Jezebel.com. Gawker Media, Inc. September 1st, 2012. Solomon, Michael. “Designer Lawsuits.” Elle.com. Hearst Communications, Inc. January 27th, 2012.