Abercrombie & Fitch

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Abercrombie & Fitch is a specialty retailer operating in the USA and Canada. Positive and appealing brand image played a crucial role for the company’s success and profitability.


“Abercrombie & Fitch aggressively positioned itself as a “life style” brand - a brand that embodies the values and appeal of a desirable way of living” (Abercrombie & Fitch, wikipedia, 2006).
A&F’s customers integrate all their experiences of observing, using, or consum¬ing a product with everything they hear and read about it. Information about A&F’s prod¬ucts comes from a variety of sources and cues, including advertising, publicity, sales personnel, and packaging. The sum of impressions created A&F’s brand image, a single—but often complex—mental image about both the product itself and the company that markets it. In order to appeal to consumers and create a unique brand image, A&F introduced sex-based ad approach. This approach popularized naked body images and nudism as the main concepts of A&F selling strategy. In general, this was a very effective marketing strategy which has helped A&F to appeal to emotions of consumers using unique mixture of clothes, fashion and sex. The sex-based ad approach had a great influence on the society as it was designed to add psychological value to the brand. This approach was introduced because frequently purchased products generally require heavy advertising support to remind consumers about the product. ...
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