Abercrombie & Fitch (A&F) Essay Example for Free

Abercrombie Fitch (AF) EssayProducts (Revised)Abercrombie Fitch Co. is a leading specialty habilitate retailer. It always utilizes sex accumulation to sell its products. AF often uses semi-nude models with rock hard abs on their new stemma opening ceremony and puts posters on the wall of store with hot semi-nude Caucasian. AF prefers to decorate their store with dark jungle feel. All of those strategies aim the same target, the sex attraction.A feature which throw out make a huge distinction from early(a) brands is that AF doesnt stock XL or XXL sizes for women clothing. It claimed that they want cool kids. The reason why they took this strategy is because the companionship wants to inspire consumers to strive for the Abercrombie Fitch life look. Abercrombie Fitch sells a lifestyle of popularity that people aspire to perplex (Reichert, 2003). Their advertisements imply that AF is a fastidious and attractive brand and if you can have their clothing and then you can b e the 1 of them. This characteristic makes the market polarized heavily. In the one hand, this declaration attracts some customers of its target groups indeed.Because people always want to be considered as chic and fashionable. So if there is a way can make them feel being cool, they will go for it. And they also want to beat others in anyways. AF gives the opportunities for those people exactly. The not cool people even cant fit in the clothing of AF. Also as Jeffries said, those cool kids have their cool friends, and then AF can become a new fashion. On the other hand, this overt and cruel design results a consequence of losing wampums of excluding customers. They cant fit in those small sizes so they wont deprave them certainly. The worse thing is that they may hate this brand. Now there be many video on YouTube of blaming AFs strategy.The target markets of AFs products are divided in detail. It aims the younger generation in the US generally. The target market falls between those ages because 14 days old is usually when a teenager begins dressing themselves and shopping for themselves, so naturally they want to dresssomething cool and attractive. They target the groups in two ways. ace of them is by the styles of products. Younger people like to wear in casual sports style like hoodies or joggers to a greater extent than mature adults. They prefer chic style than OL. However it also leads the loss of other people who are excluded in these groups. Because most of the products are designed for youthful people, mature adults may think its too young to wear which is not good for expanding market. Unfortunately, mature people have stronger power in purchasing. So AF lose potential customers in unawareness. The south way is their store style. The decorations with semi-nude posters are offensive to older generations and they even dont want to walk in the stores.In conclusion, AF puts their products in an extreme position. AF sole(prenominal) serves for th e spectacular people who are targeted by clothing favor and size. The detailed target makes it easier to get the favor of specific customers. PriceThe price of Abercrombie Fitch clothing from 10 to 150.Most of the tops are around 30-60 and the bottoms are 50-90. The coats and jackets are more(prenominal)(prenominal) expensive (more than 90).Although it claims that they are providing quality and long lasting clothing, the price is a little bit higher considering their target consumers. Because the young adults usually cant be independence of finance. However the young people often buy things on their instincts rather than rationality. So the high price may not be an obstacle of purchasing as long as they firmly conceptualize the messages that AF is attempt to imply (having AF clothing and being attractive and beautiful). Moreover the price represents not only their products but also their brand.AF puts itself at a high train of fashion. It makes the consumers strive for it inst ead of earning them. The high price can be a label of high direct and it exactly caters to its attractive style which AF is always trying to sell. In addition, AF barely puts their clothing on sale. Its largely because of their willingness to change everything in order to hang on to a non-price position and a revenue-driven profit formula. (WHY ABERCROMBIE FITCH (ALMOST) NEVER PUTSANYTHING ON SALE, BY MICHAEL E. RAYNOR AND MUMTAZ AHMED)After the economic depression more and more people focus on the price. Unfortunately competitors such as HM have relied heavily on discounts to gain market share while AF has struggled with its premium brand position and pricing. The slow adaptation of price promotions has positioned the company behind its competitors. (Strategic Analysis for Abercrombie Fitch Co.) People turn to other brands because they cant accept the high price of AF.For Abercrombie Fitch, how to balance the price and the high level position is one of their problem.PlaceAbercr ombie Fitch has stores in 17 countries in the world including 323 stores. However there are 301 stores in the US and most of other countries only have one or two stores in their capital or booming city. In the USA, AF build their store along the coast more than in the middle because of the economics. Choosing the main cities to build stores can provide more customers because they pay more attention on dressing than small cities. People who get in big city can also have more purchasing power.They live in a higher level and care more about the brand. Its exactly befit the propose of AF. In addition its a good way to show the brands lieu by building stores in big cities. It implies AF is at high level as the big city to the country. AF came from the US so its common to have a lot of stores in the US. In the mean time it also opens new market in Europe and Asia slowly. Because of the culture differences, every country has its bear style of dressing so every single store in overseas has to be careful or it may get a financial loss.With the development of network, AF established the online shopping system. As other brands, AF can deliver the items to mostly address. It also has complete return/exchange policies. This channel expands the scale of customers. The limits of regions are most gone which depends on the shippingsituation of specific areas. People can sit in their room and buy commodities by internet. This way is more convenient than the traditional way and more suitable for the modern young people.