A&F Marketing Strategy

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Xiao Shen
Dr. Linden Dalecki
Basic Marketing
Due: 2011/4/22
Marketing Mix Paper---Abercrombie & Fitch
Abercrombie & Fitch is an American retail clothing chain store established in 1892. Currently, Abercrombie & Fitch are primarily in US, but also in Canada where retail stores are located. It sells men’s and women’s jeans, tees, tank tops, outerwear, sweatshirts, accessories, etc. Abercrombie & Fitch’s main target market is male and female teens and collegiate demographic who lean on parents for financial sustenance. Abercrombie & Fitch’s main target market is around college students and teen people(high-school students and pre-college students). It attracts mid-to-upper class family who are willing to spend a little more household budget on their teen kids clothing expenditure. According to Michael Jefferies, the CEO of Abercrombie & Fitch, “A lot of people don't belong in our clothes, and they can't belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either." Abercrombie & Fitch is classed as casual luxury clothing by the establisher. Marketing mix is made up by 4Ps: Product, Promotion, Place and Price. These four elements of the marketing mix cover the development of any company’s marketing strategies and tactics. We will analyze the elements of the marketing mix individually as well as identifying Abercrombie & Fitch, whose marketing strategies and tactics are based on their own unique marketing mix. Firstly, we are going to talk about product, the first element from marketing mix. Product includes so many aspects like its image, brand structure, competition, substitutes and features. Abercrombie & Fitch is a casual clothing and accessories retailer which including perfume and cologne for men and women. The company runs over 300 stores including "abercrombie" stores for children and teenagers, and also publishes a quarterly combination magazine and catalog. It has complete control over the design and production of its merchandise, stores, and marketing. Their Product was just the clothes but also more the “brand” which was the name and the image that went with their tangible products. Also, Abercrombie & Fitch has a lower level brand, Hollister co. which can satisfy people who like the very kind of clothing design but have limited budget. Abercrombie & Fitch’s product designing is unique from competitors, it doesn’t vary from lady look like J.Crew, gentleman look like Banana Republic, or Rock n’ Roll look like Guess; A&F is only focusing on a particular way of simple but sexy, comfort but confident. The second element is promotion, which is associated with passing the idea to the target market and others in the channel of distribution about the “right” products. It is also concerned with salespeople and advertising. Abercrombie &Fitch hires salespeople based on their ability to represent the brand rather than their selling skills, at the same time, it only hires good-looking people to be its salespeople; the salespeople are the in-store model for giving customers the brand image. Abercrombie & Fitch spends little on external advertising; the company depends on the in-store experience to help supporting the brand. Not only is the in-store experience significant, but the name brand itself is a method for them to promote themselves. Their logo and the words Abercrombie & Fitch are on every item in the store. Visual presentation, music, and fragrance are more impressed name of Abercrombie & Fitch. The company also specifies in details like low lighting, layout, visual displays and fixtures are to be displayed and used in every store. Each store is sprinkled every half hour with men’s cologne in order to promise a pleasant sensory experience. Every store plays the same pre-produced...
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