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Marketing Planning and Promotion at Abercrombie & Fitch - Research Paper Example

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This marketing research highlights the different marketing strategies utilized at a major clothing retailer in the United Kingdom, Abercrombie & Fitch. This particular business generally caters to the youth demographic, using sex appeal and beauty as a means to reach their target audiences…
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Marketing Planning and Promotion at Abercrombie & Fitch
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Download file to see previous pages When developing a sound marketing plan, companies like A and F must consider the income levels of their expected target audience, an intelligent understanding of what drives specific consumer behavior in their desired market buyers, and how best to create a solid, positive perception of the brand’s image in the process. At Abercrombie, the organization has created a marketing strategy where a youthful and attractive appearance is the focus of most marketing communications and marketing literature in promotion activities. This is even noticeable in the company’s online investor report (annual report) which shows young men, partially clothed, with well-detailed bodies when presenting the annual investor data.
The marketing strategy at A and F relies on attracting a more youthful demographic and uses different marketing communications to reach these audiences. For several years, A and F has managed to find high profitability by creating the brand perception that the company understands the values and beliefs of younger buyers. This has given the company the ability to set higher prices because most of the A and F casual wear shows the company’s logo very clearly. Thus, by wearing an item of clothing purchased at A and F, this would be part of the marketing strategy which puts the consumer into an elite category of fashion and improves their image among their younger peers. This shows that the company uses psychographic segmentation and similar strategies related to the psychology of human behavior in an attempt to research and understand their young adult buyers. Since the business is so image-conscious, this type of psychographics would seem to the most appropriate method of using brand appeal to build higher profitability. ...Download file to see next pages Read More
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