Chapter 6 Discussion Question A&F

Chapter 6 Discussion Question

Abercrombie &Fitch

1.     Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or why not?

A&F does not change their brand every year. They have a consistent image that they up hold.  A&F sticks with their preppy, dim lighting, the smell of fragrances, and booming music. A&F has proven that this is a successful method, by selling good quality products. A&F is selling a life style that it’s consumer’s need and want.

2.     How does A&F brand its products? Do you think its brand practices are successful?

A&F brand its products with it signature logo all over the place. When the bold logo is not cross the garment, there is a little recognizable logo place perfectly. I think it is very successful towards their target market they are trying to reach. “ A&F believes it offers the consumer excellent quality and key trends, and pride it’s self on the capability to sell product at full retail price.” Page 90

3.     How do retail stores atmosphere such as fragrance, lighting, store props, and retail brand associate strengthen a brand message? How do you they weaken?

With all of these features, is how A&F translates their brand message their visual aspects of their store.  The loud blaring music, dark ambiance, and shirt less men are what draw in the customers from walking by.  “ The darken back drop of the store enhances the in-store marketing and the ideology that this space might be exclusive.” Page 98 This can also weaken the brand because they can scare away other demographics that might like the brand but not the retail environment.

4. What feelings or emotions do you experience when you enter an A&F store? Do you think A&F tries to intimidate its customer by using extremely attractive models?

No, I do not think that they are purposely trying to intimidate their customers, but they might by giving them the impression that only good people should, and only wear A&F. “ The presence of shirtless greeter at A&F stores has gen generated a niche market for this company and reconnects the to the sexual innuendo that was present in the magalogues.”