A&F Marketing Strategy
Xiao Shen
Dr. Linden Dalecki
Basic Marketing
Due: 2011/4/22
Marketing Mix Paper---Abercrombie & Fitch
Abercrombie & Fitch is an American retail clothing chain store established in 1892. Currently, Abercrombie & Fitch are primarily in US, but also in Canada where retail stores are located. It sells men’s and women’s jeans, tees, tank tops, outerwear, sweatshirts, accessories, etc. Abercrombie & Fitch’s main target market is male and female teens and collegiate demographic who lean on parents for financial sustenance. Abercrombie & Fitch’s main target market is around college students and teen people(high-school students and pre-college students). It attracts mid-to-upper class family who are willing to spend a little more household budget on their teen kids clothing expenditure. According to Michael Jefferies, the CEO of Abercrombie & Fitch, “A lot of people don't belong in our clothes, and they can't belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either." Abercrombie & Fitch is classed as casual luxury clothing by the establisher.
Marketing mix is made up by 4Ps: Product, Promotion, Place and Price. These four elements of the marketing mix cover the development of any company’s marketing strategies and tactics. We will analyze the elements of the marketing mix individually as well as identifying Abercrombie & Fitch, whose marketing strategies and tactics are based on their own unique marketing mix.
Firstly, we are going to talk about product, the first element from marketing mix. Product includes so many aspects like its image, brand structure, competition, substitutes and features. Abercrombie & Fitch is a casual clothing and accessories retailer which including perfume and cologne for men and women. The company runs over 300 stores including
Dr. Linden Dalecki
Basic Marketing
Due: 2011/4/22
Marketing Mix Paper---Abercrombie & Fitch
Abercrombie & Fitch is an American retail clothing chain store established in 1892. Currently, Abercrombie & Fitch are primarily in US, but also in Canada where retail stores are located. It sells men’s and women’s jeans, tees, tank tops, outerwear, sweatshirts, accessories, etc. Abercrombie & Fitch’s main target market is male and female teens and collegiate demographic who lean on parents for financial sustenance. Abercrombie & Fitch’s main target market is around college students and teen people(high-school students and pre-college students). It attracts mid-to-upper class family who are willing to spend a little more household budget on their teen kids clothing expenditure. According to Michael Jefferies, the CEO of Abercrombie & Fitch, “A lot of people don't belong in our clothes, and they can't belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either." Abercrombie & Fitch is classed as casual luxury clothing by the establisher.
Marketing mix is made up by 4Ps: Product, Promotion, Place and Price. These four elements of the marketing mix cover the development of any company’s marketing strategies and tactics. We will analyze the elements of the marketing mix individually as well as identifying Abercrombie & Fitch, whose marketing strategies and tactics are based on their own unique marketing mix.
Firstly, we are going to talk about product, the first element from marketing mix. Product includes so many aspects like its image, brand structure, competition, substitutes and features. Abercrombie & Fitch is a casual clothing and accessories retailer which including perfume and cologne for men and women. The company runs over 300 stores including