The concept of Abercrombie and Fitch product is to provide the target market which are teenagers and young adults clothing that allows them to be comfortable. With these products Abercrombie and Fitch send a message of high quality and casual luxury. By purchasing the A&F products, the consumers are representing the motto of A&F which is casual luxury. Besides, Abercrombie and Fitch differentiates from its competitor with its high priced niche selling strategy. The logo of A&F is more known in sweatpants, t-shirts and sweatshirts. The moose symbol usually on higher quality products such as button up shirts and cashmere products. Product are usually shaped for slim and thin body shape and spread a message of classic and fit.
Compared to its competitors, Abercrombie & Fitch sell their product at higher price. Often times their premium pricing strategy defines the quality of ...view middle of the document...
They have been closing some stores in the United States and on the other side, they are opening new international stores. In Europe it has stores in London, Dublin, Milan, Copenhagen, Paris, Madrid, Brussels, Amsterdam, and 3 stores in Germany. In Asia, they have stores in Singapore, Tokyo, and Hong Kong. Interestingly, the only international stores that closed was A&F outlet store in Fukuoka. In the stores, company uses virtual presentation of items. They also uses in-store marketing, music, perfumes, sales associates, brand representatives and dark lighted style of interior design. Also in stores, they usually employ young females and males with tall, skinny and fit figure. Besides their retailer stores, the company also has online store. Shipping is available for international stores as well. Abercrombie and Fitch does not own a factory to produce their merchandises. So the product are made in Vietnam, India, China, Guatemala and Philippines.
Often times, Abercrombie and Fitch does not advertise on television, radio or magazines. With their already developed strong brand name, they do not have need to advertise something that is already well-known. The company promote uniqueness through their design and logos. They also promote luxury through the store concept and advertising. The company usually have strong advertising during holiday seasons because during this times, school and colleges often have a break. Thus their target market demand increases during holiday season. Often times, they advertise fit young fit figured models. Lately some issues have been popping up against Abercrombie and Fitch. Because some people think that they are going too far with advertising nudity and sex articles. It is a big issue for a company that especially target for teenagers. Also employing based on appearance has been a big issue. Because the company usually employ young adults with a fit figure and try to do some in-store advertising through their workers. Even there was a case that the company was fined $ 40 million dollar for promoting white employees over all others and not accepting black, Hispanic and Asian employees and applicants.