Compare And Contrast Abercrombie & Fitch And Forever 21s’marketing Strategies

1059 words - 4 pages

Nils KrugAcademic WritingCompare and contrast marketing strategies between Forever 21 and Abercrombie&FitchForever 21 as well as Abercrombie & Fitch are 2 American fashion retail companies. Forever 21 is an L.A. based fashion retail company founded in 1984 by Chang Do Won and his wife Chang Jin Sook. With reference to " The Cornell Daily Sun", it is the 12th most recognized brand worldwide (Ecker, 2013).Another fashion retail company is Abercrombie & Fitch, which is a New York based company founded in 1892 by David T. Abercrombie and Ezla Fitch. With reference to fastretailing.com, A&F ranks 9th in the category of the largest retailer companies worldwide. According to Businessdictionary.com, Marketing strategies are defined as an " organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan ". However, although there are several similarities and differences between F21 and A&F, the following will be focused on the market positioning, the target audience and e-marketing strategies.Abercombie and Fitch positions itself as cool and as a brand which let people feel excluded. According to a statement of the CEO of A&F, Michael S. Jeffries: "…go after the cool kids. We go after the attractive, all-American kid with a great attitude and a lot of friends. A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely." ( Jeffries, 2006 as cited in Carter, 2013). Such a marketing strategy can be designated as a kind of filtering of the target market, i.e. inbound filtering. One example of this regards to A&F's sizing policy, which implies a maximum size of 10 for women and 34 for men. This example shows that A&F alienates potential customers, clearly all those with the need of a bigger dress size (Carter, 2013).In contrast to Abercrombie and Fitch, Forever 21 positions itself as a low pricing fast fashion brand in the cloth brand market (Lipson as cited in Mintel News, 2014) . In another word, F21 is focused on capturing current fashion trends quickly in order to sell modern products at low prices. For instance, Forever 21 offers jean's trousers for less than 8 US Dollars in US stores (Merick, 2014). According to the London based Marketing Research company "Mintel's", one out of five women between 18 and 34 purchased in US fast fashion stores in 2013, which also shows that mainly women get allured to purchase (Lipson as cited in Mintel News, 2014). Eventually, this low pricing strategy of Forever 21 is according to Asian Pacific American Legal Center , a Los Angeles based organization for civil rights, a result of factory workers who are working overtime and get underpaid. Therefore, by the use of this low pricing...

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