Abercrombie & Fitch - Essay Example

Only on StudentShare

Extract of sample
Abercrombie & Fitch

“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. ...Show more

Summary

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…
Author : pricedaron
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Abercrombie & Fitch"
with a personal 20% discount.
Grab the best paper

Related Essays

Abercrombie & Fitch
David Abercrombie started a small shop which was dedicated to selling only the highest quality camping, fishing and hunting gear. In 1900 Ezra Fitch expressed a desire to buy into the growing company, Abercrombie accepted and Fitch joined as a partner. But the two men were hot tempered and quarreled frequently and in 1907 Abercrombie sold his share in the company.In 1909 Fitch strategize on the companies expansion by mailing 50,000 catalogues.
2 pages (500 words) Essay
Abercrombie & Fitch: Case Study Exam
The activities, sales, and profits of Abercrombie & Fitch are likely to be influenced by the macro-trading environment in which it operates. A&F tends to play it on the safe side when it comes to making macro-trading investments. Thus far, they have watched their competitors to determine where they chose to invest, waited to see if it was safe, and then chose to macro-trade in the same area.
14 pages (3500 words) Case Study
Finance: Equity Analysis
Company Overview. Founded in 1969, Gap, Inc. is a retail provider of casual apparel and accessories (Gap, 2-3). It has four major brands; Gap, Old Navy, Banana Republic, and Forth & Towne, the latter of which is a new brand introduced last year for women over the age of 35 (Gap, 4).
3 pages (750 words) Essay
Strategy, Analysis, Recommendation and Implementation of the Company Gap Inc
Given its prominent status and a large following from loyal customers, much is expected of Gap Incorporated in terms of growth and profitability. Thus, it is necessary for the company to devise effective customer retention programs. Growth opportunities abound elsewhere in the globe and Gap Incorporated should vigorously pursue expansion in international markets given the now saturated US market.
9 pages (2250 words) Essay
Summarizing of History and acheveiment of Sweatshop Watch
The Coalition advocated for a legislation that would enforce "joint liability" between company and factory owners. The campaign suffered setbacks when the bill, passing the state legislature was vetoed each time by the California governor. The legislation was eventually passed and enforced in 1999-200.
4 pages (1000 words) Essay
Abercrombie & Fitch case study exam
For instance, A&F chose to mark up their prices when they expanded into the UK. However, their profits were affected when individuals in the UK’s
14 pages (3500 words) Essay
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT