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Consumer demographics and psychographics
Pages 7 (1757 words)
Abercrombie and Fitch is a renowned company in the fashion industry.It has developed a line of brand items through concerted efforts of its designers,which have high efficiency.However, the company has no confidence with the existing marketing plan
Mission Statement The underlying mission statement reads, “We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative fashion products.” Product Product from the new line is of top quality. The production concept and prototype have indicated that new denim trousers introduced by the company through its new product line possess distinctive design features which are appealing to the potential buyers. The design features give an impression which customers tend to associate with quality and artistic elegance. These quality attributes are in line with the company’s mission. Establishment of new line, which cause reduction in production costs and improves quality, saves the customers on prices thus bringing convenience in their lives. The artistic appearance and elegance of the new product coupled with the low cost production line is as a result of innovation by the company’s designers. This is consistent with product quality, innovation and consumer convenience, which is explicitly emphasized within the company’s mission. Dibb and Simkin (2008), development of a line of new denim trousers which is anticipated to be successful, is a significant stride towards achievement to the mission. ...
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