Abercrombie and Fitch Marketing Strategy

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Abercrombie & Fitch Marketing Strategy Introduction 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.

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