Abercrombie & Fitch’s Theory Of Marketing

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: A F products with excellent texture, superior design is symbol of nobility in the United States. Second, the relax: A F pursuit college culture, is the clothes brand of the young people, which leads fashion and presents the cool meaning of its brand in products and ads. 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. People think about the conflicts of lower price and high status of A F brand. The essence of this conflict is the compare of senses added high price and real low price. How to perfect integration and build this kind of "sensory difference" is worthy ...
... of a place to learn from.
Surface: high-end marketing factors polymerization
Philip Kotler, the professor of marketing in America said, selling is not sell products or services to the customers but an art to create real value for customers. A F using classical conditioning of consumer behavior theory, the high-end luxury marketing factors come together, bring out the brand's high-end, enabling customers to exposure to the luxury shopping mood.
1. The basic function of retail. The image of the retail shop has an influence on the customers' feeling of the service quality and customers' decision of where to shopping. Most of A F's shops open in the high-end shopping center. The shop's luxury design, wood structure, carpet made by Scotland and mark of outstanding elk all make people feel it is a living room of the aristocrat. This image of retail shop stands out the brand meaning of luxury.
2. Secondary effect of the clerk's. Most of he staff of A F are famous college or high school students who have been selected carefully. 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 called school style which is symbolized by the lead students. 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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