The Special Brand: A F

By Author: fiona zhuang
Total Articles: 6
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A F brand positioned as casual luxury. The brand contains three different meaning. First, the luxury: the products of A F have best quality and fashionable design, which is the symbol of the aristocrat in America. Second, leisure: A F advocating Institute of wind, the young American clothing brands, leading the trend, advertising, products, revealing the "cool" brand connotation. Adventurous, unfettered: decadent uninhibited advertising image and brand slogan "the adventure goes on" can be reflected. A F put its market on the college and high school which are lower lever customers in the low market, and the common students have the ability to buy.
Compared with other luxurious things, the products of A F have a low price, for example, the price of men's shirt is 60-90 dollars in A F, but 70-160 dollars in J. Crew. A F brand in the United States even in the world is a symbol of high-end. A F's lower priced and high-end brand of "contradiction" arouses thinking. The nature of this "contradiction" is the low contrast difference between the senses with high added value and the actual lower price. How to perfect integration ...
... and build this kind of "sensory difference" is worthy of a place to learn from.
Surface: the merge of the high status sell elements
U.S. marketing guru Philip Kotler states: "Marketing is not selling products or services to customers, but one of the true value of art created for customers. A F uses the customers behavior theory of classical condition reflects which collect the marketing elements of high end luxury to present the high status of the brand and make the customers in the luxury environment of marketing.
1. The basic function of retail. Retail image influence consumer's perception of their quality of service and consumer's decision to go shopping. A F open most of its shops in the high end shopping center. A F store design luxury, all-wood structure and pattern carpet of Scotland, as well as the iconic elk head specimens, people just like being in aristocratic living room. This image of retail shop stands out the brand meaning of luxury.
2. The function of the staff. A F recruitment of sales staff for a prestigious University and high school students, they were carefully chosen. Each staff is handsome and beautiful, all sports, has a charming, open, passionate appearance memorable. Our concern is to find representative of our brand styles of employees. This style is the so-called campus style, these student leadership will be mapped out with the appeal of our brand image. The living staff presents the brand image of youth relax, and the high quality staff also describes deep meaning of high end brand image.
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