Magic Weapon Of A F’s Success

By Author: fiona zhuang
Total Articles: 6
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The brand of A F set at relax luxury. Its connotation of the brand, including three aspects. First, the luxury: A F products with excellent texture, superior design is symbol of nobility in the United States. Second, leisure: A F advocating Institute of wind, the young American clothing brands, leading the trend, advertising, products, revealing the "cool" brand connotation. Third, venture spirit and free: the specific style of advertise symbol and the slogan "adventure goes on" all reflects it. 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.
The products of A F, compared to other luxury goods, have lower prices, for example, and the price compared to competitors, J.Crew, A & F men shirts priced 60 to $ 90, J.Crew men's shirts priced at 70 to $ 160. While, the brand of A F is the symbol of high status in the US, even in the world. 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 perfectly merge and create the sense difference is worth to learn.
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 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. Retail image influence consumer's perception of their quality of service and consumer's decision to go 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 retail store image highlights the connotation of luxury brands.
2. Secondary effect of the clerk's. A F recruitment of sales staff for a prestigious University and high school students, they were carefully chosen. Every staffs are remembered by customers because of their beauty, love sports, attractive, open, and living. The master of the company said: "The pursuit the staff that who can symbolize the style of our brand is what we care. 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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