Retail Field Study: Abercrombie & Fitch vs. Club Monaco

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Toronto, February 27, 2012

We should primarily discuss the bigger difference between these two retailers: their Target Market. Although is very obvious at first sight, when you stop to think about it, its really interesting.

Abercrombie & Fitch is strongly targeting to teen-young adults (18-22 years old), who are trendy, good looking and with a lot of sex appealing. How they accomplish this? First with the store concept, very “Spring break” theme, it’s all about having fun with friends, being popular and being cool. From the type of clothes they sell to the whole image they are promoting with videos, ads and even sales associates model-like who match the customers in every way; As the CEO of A&F Mike Jeffries said “We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that." Of course, who at that age doesn’t want to look like a A&F model, or be popular, they target the most mentally weak population, who is all about appearance, and with no financial independence, so their parents are the ones who spend the money, this is one of the reasons why they maintain their prices between $20.00 to $130.00 the most, parents wont invest too much money at this age when the only secure aspect of their kids is “change”. And I have to admit; they do a really good job on this.

On the other hand, we have Club Monaco who target men and women, I’d said mostly women, in their mid 20’s to 40 years old who wants to look good, sophisticated and chic. They sell mostly an image of fashionable work wear/smart businesswoman and man. And of course, this is a population with more spending power, who cares more about value and quality and can afford $500 on an item, it’s all about invest on that piece that is going to last, is going to be easy to wear and is going to have clean lines and pretty details. Club Monaco sells an image...
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