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The Abercrombie and Fitch and Burberry Australia - Assignment Example

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The paper analyzes The Abercrombie and Fitch and Burberry Australia. The fashion industry has been undergoing numerous changes and development in the recent years. Since the inception of mass production of clothes, the clothes and textile industry has undergone changes…
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The Abercrombie and Fitch and Burberry Australia
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"The Abercrombie and Fitch and Burberry Australia"

Download file to see previous pages The paper "The Abercrombie and Fitch and Burberry Australia" talks about fashion retail marketing. The globalization of modern business has necessitated the use of different modes of retail marketing, with retailers exploiting any available opportunity. Currently, the internet is robust with fashion items being advertised by different companies. It is due to these developments that this paper sought to look at two leading fashion companies that operate retail outlet stores in Australia, Burberry and Abercrombie and Fitch. This paper is generally concerned with how the retail outlets of these two companies have strategized themselves to reach their customers. The fashion industry is a very dynamic industry, due to the many changes that keep taking shape in the business. The uniqueness of this business form other businesses is the fact that the manufacturers of fashion items, inclusive of clothing and other items of fashion is the common ideology of change. Contrary to the traditional perception of the fashion design as a means of fulfilling needs, the modern perception is different, with its intention purpose being lined in conception, production, promotion and the marketing styles in the basis of the customer’s desires. While people’s tastes keep on changing over and over, the manufacturers keep on inventing new fashions with time. With the changes, old fashion items become obsolete and cannot be. Fashion is defined by the key players who are involved in it. The interwoven web of the individuals .who are part of the industry including designers, stores, factory workers, seamstresses, tailors, embroiders of garments, the press for publicity, fashion analysts and critics, the various models involve in showcasing the garments such as fit models and runaway models, textile manufacturers, pattern makers and sketch makers, and most importantly the customers. The changing tastes and customer wants are what determine the fissionability of the fashion industry. Customers’ wants change by virtue of their attire, or through the icons’ standards. It is with this knowledge that anybody who considers investing in the fashion industry ought to be ready for the dynamics in the market. Losses are inherent and more probable if a retailer do not understand the exact needs of customers, while keeping an eye on the changing market trends in the fashion designs. This paper looks at the two major fashion retail outlets in Australia, the Abercrombie and Fitch Australia and Burberry. The Abercrombie and Fitch Australia Men and women love fashion, and especially the Abercrombie and Fitch garments. “Abercrombie and Fitch” (2012) observes that the young and the youth are willing to spend any amount of money just to expand their collection of the Abercrombie and Fitch. Fashion is classified in terms of class, with the high class setting standards and assuming iconic status in the society, and this is exactly what the company does to its customers. It elevates the customers’ ...Download file to see next pagesRead More
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Organisational behaviour assessment at Abercrombie & Fitch

In relation to the study the company which has been selected is Abercrombie & Fitch is a retail organization that targets consumers between 14 and 30 years of age, thus providing fashions for a youth market. A&F is known for its risqué marketing efforts that continue to bring the business profit success with youth buyers.

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