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Abercrombie and Fitch - Essay Example

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Abercrombie and Fitch is an American chain of stock exchange registered stores, which has its headquarters at New Albany, Ohio. It consists of the brands: Abercrombie and Fitch, Abercrombie, RUEHL and Hollister …
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"Abercrombie and Fitch"

3). It markets its luxurious casual merchandise: including high quality outfits, personal care items and foot-ware and accessories. It has numerous locations in the US. It, however, has other additional stores around the world and is expanding internationally at an extremely high pace (Griffin 2008, p.369). It markets men, women and children outfits. The enterprise has kept itself on the limelight for its advertisement, philanthropy and profound involvement in numerous legal conflicts regarding clothing style, branding and employment activities. Product concept (core, actual and augmented product) The corporation designs high quality products that are durable, original in nature and innovative. Their products are additionally highly and properly engineered to meet the customer preferences and get an upper hand in the market in comparison with other similar companies. The company concentrates on creating superior merchandise and develops them over time to appraise performance and quality, while evading marketing myopia. Abercrombie and Fitch thus produce coveted merchandise, each of its own special kind. With adeptly resourceful designers employed by the firm, the corporation is able to capture the desire of the purchasers who opt to choose their products based on its innovative nature. With such a groundbreaking product concept, their business transactions turn out positively. Main products, sub-products and special services The chain of retail stores merchandises its products under two main divisions. These include ladies and men’s luxurious outfits. The major outfits for the men entail jeans, tops, sweatpants, pullovers, sweaters, outerwear, sleepwear and hoods. Other augmented products include cologne and body care. For the women, the main products are tops, jerseys, coats, jeans, sweatpants and pants. Their minor products include personal effects such as watches, colognes, accessories and body care. Additionally, other augmented products for women are bras and panties, accessories and fragrance. All these goods are up to standard and therefore satisfy the purchasers’ needs. In the case of special services, they offer e-gift cards that can be redeemable at any Abercrombie and Fitch outlet. Shipment services are also offered t Abercrombie and Fitch considering the value of the products purchased. Pricing strategy Since the products are marketed at near luxury rates that are in direct conjunction with the demand curve/rate. Their pricing is therefore influenced by the customer turnover. Their costs are variable. They rise or fall depending on the current state of finance. The prices range from $25 to $100 in its transactions. Such ingenious pricing strategy, through revision of prices, pushes the company ahead and makes it more affluent. Style and atmosphere in the shop The stylish black louvered exteriors create an ambient stylish decor that is attractive to the customers and which enhances purchases through rational and emotional dichotomy. The welcoming atmosphere in their malls, characterized by playing good music, in conjunction with explicitly beautiful decorations, serves as a pull factor, which draws the attention of the customers. The workforce is vast and no stringent dress code measurers are imposed on the workforce (Weber 2009, p. 4). They, therefore, work under minimal pressure, enhancing their morale to uphold responsibility and the affiliate to another level in marketing. Tantalizing fragrance, that also pulls purchasers, is a characteristic of these stores. Therefore, the deliberately strategic and exotic creates the perfect environment for its operations. The environment further aids in the promotion of the stores by the consumers through more buying. No shop signs (people Read More
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