Marketing Abercrombe

Topics: Abercrombie & Fitch, Hollister Co., American Family Association Pages: 4 (1273 words) Published: December 7, 2012
Marketing Plan
1. Mission Statement

"We are committed to providing comfortable and long lasting clothes that look good"

Product Concept

The concept of this product is to provide the target market which are males and females between the ages of 14 and 20 years old clothing that allows them to be comfortable and casual while still looking stylish and trendy and maintaining a sense of a luxurious lifestyle. By just purchasing the items the consumers are embodying the Abercrombie & Fitch motto of "casual luxury". The target market falls between those ages because 14 years old is usually when a teenager begins dressing themselves and shopping for themselves, so naturally they want to dress like other kids in school, or their older siblings or relatives. That want to dress as trendy and "cool" as everyone else later turns into a real love for the brand which makes the back to school and holiday season the busiest for the company because that's when the target market demand is at its highest.

2. SWOT Analysis

An internal strength for the company would be the production cost. Abercrombie and Fitch items are mostly made outside of the United States, in third world countries in South America and Asian making the cost of production a lot cheaper than it would be if the items were made in factories in the US using domestic labor.

A rather large internal weakness would have to be the employees and that the fact that most of the company's loss comes from internal theft. Because the employees have access to things such as uncensored merchandise and cash registers it becomes a lot easier for them to steal from the company than the regular opportunistic shoplifter. Another weakness I feel the company has would have to be marketing. Although each store is filled with their own marketing and the usual grey toned half naked images Abercrombie uses to promote the brand they don't use any other form of marketing. Aside from the billboard that can be seen in the...
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