StudentShare solutions
Triangle menu

Abercrombie & Fitch Positioning Strategy - Research Paper Example

Extract of sample
Abercrombie & Fitch Positioning Strategy

An analysis on Abercrombie & Fitch can show how it has positioned its brand, and how effective the strategy is. This can be done using the four P’s of the marketing mix as noted by Smith, (2013), namely product, promotion, place and price. A look at the product shows that it clearly stands out. There is a lot of competition in the clothing industry, but Abercrombie & Fitch has managed to continue leading in terms of products. This company sells outfits like tank tops, underwear, jeans, fragrances, t-shirts and footwear for the youth and kids only, unlike its rival companies such as American Eagle Outfitters and Gap Inc who stock all types of clothes, footwear and fragrances for everyone. It is a company for young kids between the age of 7-14 year, teens between 14-18 years and also stocks women underwear and loungewear (Joseph, 2013). This is one aspect in the market mix that makes it distinct from the other companies. In addition, as the CEO of the company, Mike Jeffries puts it, his business is for the lovely, the attractive and cool and those who are not overweight. The company’s cloth line is unique in design. ...
In fact, most of the people do not get to know about Abercrombie through the television or magazines. Word of mouth from its customers works well for them, and on Abercrombie television, the advertising is done. Of importance to note is their way of advertising, which makes use of sex appeal. This has greatly been condemned religious denominations and human rights organizations, complaining that the company campaigns for pre-marital sex among the youth, especially the young girls. However, the company CEO, Mike Jeffries confidently asserts that he and his team represent healthy sexuality, playful and glorious camaraderie which is usually found in the company’s target market (Joseph, 2013). The company, in early 2003 used its magazine, Abercrombie & Fitch Quarterly, to further reach out to existing customers and potential customers. The magazines production was however stopped as people accused the company of promoting soft pornography. The company also advertises its products through its website (Abercrombie. Com) and through its subscription catalogs which have over 400,000 subscribers. Their advertisements all reach out to the young people where they show the ‘effect’ of using the company’s products like perfumes. A good example is the Abercrombie effect advertisement. They also indirectly use negative publicity to promote their products (Joseph, 2013). Price is the other element in the marketing mix. Price is a great determinant on who will buy at a certain company and how much of a product they will buy. When the price of a product is law, more people are likely to purchase it and vice versa (Smith, 2013; Graham, 2013). For Abercrombie & Fitch, ...Show more
Cite this document
  • APA
  • MLA
(“Abercrombie & Fitch Positioning Strategy Research Paper”, n.d.)
Retrieved from
(Abercrombie & Fitch Positioning Strategy Research Paper)
“Abercrombie & Fitch Positioning Strategy Research Paper”, n.d.
  • Cited: 0 times


Marketing mix refers to factors that a business has control over, and which are great contributors to success of failure of the business.Positioning strategy for a brand is very important and any company able to do it has great chances of success…
Abercrombie & Fitch Positioning Strategy
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the research paper on your topic
"Abercrombie & Fitch Positioning Strategy"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Porter Five forces can clearly help to analyze the company as to what pressure the company is facing and how it can change its strategy. Ease of Entry: In the financial industry it is clearly seen that many companies exist but here again JPMorgan Chase is dominating only because of the programs that it provides.
2 pages (500 words) Research Paper
Positioning and Differentiation Paper
Every industry and market is seeing intense competition among numerous players. There are very few companies or businesses that dominate a market or an industry. In such a scenario, it becomes very important for businesses to market their products and services in an effective way in order to reach the target market.
5 pages (1250 words) Research Paper
International Market Expansion: Abercrombie & Fitch into Brazil
Any business going abroad should decisively identify and set strategies geared towards limiting and if possible eliminating risks that may be encountered in the process. Research defines the main instrument by which businesses can spot opportunities and risks existing in the target market.
6 pages (1500 words) Research Paper
Global Positioning Systems in Education
The need for learning to utilize modern day gadgetry has increased ever more in the modern world where these things have become part and parcel of everyday life. This paper espouses the use of GPS receivers and geocaching to help create such student-centered learning environments and this chapter which is divided into 3 sections presents the analysis of data collected from real school students.
20 pages (5000 words) Research Paper
The Audi Q7: Market Positioning
The Audi Q7 is a full size luxury SUV manufactured by the German Audi Corp. The Q7 is designed to sell in the premium SUV market against competitors from BMW, Lexus, and Mercedes. Repositioning the Audi Q7 will demand that the vehicle be made attractive to the female market.
2 pages (500 words) Research Paper
Brand positioning and focus
Moreover, with the advancement in the field of science and technology, now the consumers are more aware of variety of offerings for same product. Thus, it is become essential for those organizations who desire their survival, success and sustainable growth in the long term, to do successful and effective branding of their products.
5 pages (1250 words) Research Paper
Gupta, Vipin; Gollakota, Kamala; and Srinivasan, R. (2005, p. 56) gave the difference of FLS by saying that the goal for the FLS is to make each part of the organization effective in fulfilling functions. Without CLS, resources
1 pages (250 words) Research Paper
Hermes watches-segmentation targeting and positioning
Market positioning involves establishment of a competitive edge for products through the use of an appropriate marketing mix. Market planning will be necessary after positioning to ensure development of
4 pages (1000 words) Research Paper
A Case Study of Abercrombie & Fitch Entry into the Brazilian Market

The author of the paper states that foreign currency risks involve risks accruing from the periodical fluctuations in the value of the foreign currencies. One type of financial risk accruing from fluctuation in foreign currencies, and likely faced by Abercrombie and Fitch is the transaction risk.

7 pages (1500 words) Research Paper
An irreplaceable positioning statement will, therefore, win the heart of many customers in a competitive marketing environment. To be the leading organization that provides mobile and a wireless technology that drive quality changes across all sectors
2 pages (500 words) Research Paper
Comments (0)
Click to create a comment
Let us find you another Research Paper on topic Abercrombie & Fitch Positioning Strategy for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us