Abercrombie and Fitch Marketing Strategy Essay

Abercrombie and Fitch Marketing Strategy Essay

Length: 2776 words (7.9 double-spaced pages)

Rating: Research Papers

Open Document

Essay Preview

Abercrombie & Fitch Marketing Strategy
Abercrombie and Fitch is an international fashion retailer dealing in apparel, fragrance and luxury products at consumers aged 7 to 25. The brand describes its retailing niche as “casual luxury”. The Abercrombie and Fitch Company have a strong brand image based on a provocative communication and a specific in-store experience well suited to the cool lifestyle it advocates. The company operates under four different brands; Abercrombie, Hollister, Ruehl, and Gilly Hicks via U.S. based stores, international stores in Canada, Europe and Asia and online activities
Abercrombie and Fitch is one of the ancient retail and clothing organizations in the world in the present day. It was founded in 1892 in the United States by its founder David Abercrombie in the United States. Eight years later, this company’s owner collaborated with Ezra Fitch to become Abercrombie and Fitch. The Company began focusing in the provision of outdoor clothing. In 1988, Abercrombie &Fitch Company made a decision to transform its image to that of a Luxury lifestyle brand in 1988. The company began expanding into other parts of the world such as the United Kingdom and Canada (Abercrombie &Fitch, 2006) this also corresponded with the introduction of numerous brands within a decade. Abercrombie &Fitch Company began its operations in 2007 in the United Kingdom, with its store being situated in London at Burlington Gardens to be specific.
Relevant market
Abercrombie and Fitch target a specific audience to make their customers feel young and beautiful. The young adult population is attracted into stores like Abercrombie and Fitch because of the store’s sex appeal. Young and beautiful adults are ready at the door rea...

... middle of paper ...

...t quality
3. While 31% bought Abercrombie and Fitch products as symbols of some important occasion
Product related segmentation
For the sake of completeness, it is possible to cluster products rather than consumers by using product segmentation .According to (Bamett, 1969), consumer segmentation should be abandoned and much emphasis should be laid on field specific criteria by which consumers distinguish between products and brands. Nonetheless, according to Lunn (1978, pp. 366-367), it is valuable to cluster consumers in terms of their requirements from product field specific variables as it is to cluster products in terms of the extent to which they are perceived to satisfy these requirements. Thus it is very important for Abercrombie and Fitch to do product segmentation as it is very useful in identifying which products or products are competing with each other.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Entry Of Abercrombie And Fitch In France Essay

- INTRODUCTION Michael S. Jeffries, Abercrombie’s CEO, told stock analysts in May that the four-story New York store, which opened in November, has drawn “a very large percentage of international customers, a very large percentage European,” adding, “We are thrilled with what we are learning about running high-volume stores. It gives us huge confidence for the international potential of this brand.” (Abercrombie & Fitch, 2007) Then, Abercrombie & Fitch decided to expand its brand throughout the european market....   [tags: Abercrombie France Market International]

Free Essays
2347 words (6.7 pages)

Essay about How Advertising Helps The Consumers Effectively And Efficiently

- Advertising is designed to get information from the companies to the consumers. With that being said, there are several ways in which companies will go about this to ensure that their information is relayed to the consumers effectively and efficiently. According to George N. Root, from Demand Media, “advertising uses misguided promises of desired results to convince customers to purchase a product.” Nancy Day expresses in her book, when there are many of the same products, companies need to convince the public that their product is superior....   [tags: Advertising, Marketing, Abercrombie & Fitch]

Research Papers
1043 words (3 pages)

Essay about The American brand Abercrombie and Fitch SWOT Analysis

- Sommaire Company’s Overview 2 The Brands: 3 Abercrombie kids 3 Hollister 3 Gilly Hicks 3 The Product 4 Pricing Position 4 Competition 4 Porters Analysis of the competition: 6 Advertising Policy (Promotion) 7 The in store experience (Place): 7 SWOT 8 Weakness 8 Strengths: 9 Opportunity 10 Threads 10 The conditions for the Company’s exportations: 11 PEST: 12 POLITICAL: 12 ECONOMICAL 12 SOCIAL: 12 TECHNOLOGICAL 13 Economy of Brazil 13 Introduction to Brazil and it’s market 14 Appendix: 15   Company’s Overview The American brand Abercrombie and Fitch (ANF) is a retailer selling fashionable and luxurious sportswear clothing, and accessories....   [tags: sportswear, sale, advertising]

Research Papers
2720 words (7.8 pages)

Marketing Management : Abercrombie, Netflix, And A Time For A Unified Campaign

- Throughout the International Marketing course there has been an exploration of ideas, concepts, and strategies that one may not notice until they become apart of a companies pivotol marketing team. With my observation of a variety of major corporate companies and brands, I have been able to understand why companies brand and market in a certain fashion. The companies I will be completing a case study on is Abercrombie, Netflix, and A Time for a Unified Campaign. After placing myself into the role of marketing manager, I have been able to explore the multitude of aspects in which a brand can be marketed....   [tags: Marketing, Advertising, Brand management, Brand]

Research Papers
822 words (2.3 pages)

Marketing Plan For A New Campaign At The Top Of This Year Essay

- “Aerie” Brand Background: Brand Mantra As stated earlier, Aerie launched the“The Real You is Sexy,” campaign at the top of this year. This has become the company’s mantra as Aerie ceases the use of Photoshop in their ads to show all any and all flaws the models may have. The company wants to use this new campaign to create more realistic standards for their teen and preteen customers. This new campaign will promote positive body image and show these customers that Aerie is made for any body type regardless of what flaws the customers may think their body has....   [tags: Abercrombie & Fitch, Brand, Brand management]

Research Papers
1597 words (4.6 pages)

Essay about Case Study : Abercrombie And Fitch

- Raeven Jenkins Management 220 Professor Draper Abercrombie and Fitch Abstract: This paper will address the needs for demonstration of proficiency in information research, while understanding the workplace, competiveness and business communication. Included in this paper is the following: Abercrombie’s mission, the current strategic plan the company uses, the firms culture, organization, and SWOT analysis. This paper will also focus on an analysis of the company “Abercrombie and Fitch” and the major issue facing the company....   [tags: Abercrombie & Fitch, Hollister Co., Gilly Hicks]

Research Papers
1926 words (5.5 pages)

Essay about The Underdressed Brand: Abercrombie and Fitch

- “I don’t want large people shopping in my store. I want thin and beautiful people.” (Posnanski) In May of 2013, the issue of the underrepresentation of alternative body types—unusually large or unusually small, big-chested or big-waisted, too tall or too short, and so on—came to a head when Mike Jeffries, the CEO of Abercrombie and Fitch, had an exclusive interview with Benoit Denizet Lewis of Salon Magazine. In it, he answered the question of why he does not carry any women’s sizes above size ten in his store: he does not want any “fat, uncool” people seen wearing his brand....   [tags: mike jeffries, abercrombie, salon magazine]

Research Papers
1350 words (3.9 pages)

Use of Sexuality in Abercrombie and Fitch Advertising Essay

- The Naked Truth of Abercrombie & Fitch To what extent is it acceptable, in an age of shifting morals and the increasing acceptance of sex and violence in entertainment, to use sex to sell to consumers. Does this definition of acceptable shift when the consumers are underage children and teenagers. We all know that "sex sells", but deciding where to draw the line is becoming increasingly difficult as what is acceptable is redefined with each new generation. When does a company's tactics move from representing progressiveness to having crossed the line....   [tags: Business Marketing]

Free Essays
705 words (2 pages)

Abercrombie & Fitch Essay

- Abercrombie & Fitch In America today, there are many different clothing stores. There are stores setting images for all ages, and styles. The majority of the upper-class stores are setting the American image for the young adult population. Many of the advertisements for these stores are somewhat similar. I have spent the last year and a half working in a clothing store called, “Abercrombie and Fitch”. Seeing this store change and grow with its image of vintage American clothing, I have found many rhetorical issues....   [tags: History Background Essays]

Research Papers
969 words (2.8 pages)

Essay on Abercrombie and Fitch

- Abercrombie and Fitch Abercrombie and Fitch was initially started in 1892 by David T. Abercrombie. An outdoorsman himself, Abercrombie wanted to create a clothing line that was suitable for outdoor activities such as hiking, camping and hunting. Ezra Fitch, a lover of the Abercrombie clothing line, decided to become a partner in the company, this making what we know today as Abercrombie & Fitch. This partnership began in 1900 and subsequently ended in 1907 when David Abercrombie resigned from the company due to personal differences....   [tags: Papers]

Free Essays
587 words (1.7 pages)