StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

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

Comments (0) Cite this document
Summary
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…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER95.4% of users find it useful
Marketing Planning and Promotion at Abercrombie & Fitch
Read Text Preview

Extract of sample "Marketing Planning and Promotion at Abercrombie & Fitch"

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
Cite this document
  • APA
  • MLA
  • CHICAGO
(Marketing Planning and Promotion at Abercrombie & Fitch Research Paper, n.d.)
Marketing Planning and Promotion at Abercrombie & Fitch Research Paper. Retrieved from https://studentshare.org/marketing/1726044-marketing-planning-and-promotion
(Marketing Planning and Promotion at Abercrombie & Fitch Research Paper)
Marketing Planning and Promotion at Abercrombie & Fitch Research Paper. https://studentshare.org/marketing/1726044-marketing-planning-and-promotion.
“Marketing Planning and Promotion at Abercrombie & Fitch Research Paper”, n.d. https://studentshare.org/marketing/1726044-marketing-planning-and-promotion.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Marketing Planning and Promotion at Abercrombie & Fitch

Abercrombie and Fitch

...? Abercrombie and Fitch: internal analysis Task: Introduction 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 (Weber 2009, p. 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...
3 Pages (750 words) Essay

Abercrombie & Fitch Positioning Strategy

...? and Marketing mix refers to factors and conditions that a business has control over, and which are great contributors to success of failure of the business. Positioning strategy for a brand is very important and any company that is well and able to do it has great chances of registering success (Powers and Loyka, 2010). An analysis on Abercrombie & Fitch can show how it has positioned its brand, and how effective the strategy is. This can be done using the four P’s of the marketing mix as noted by Smith, (2013), namely product, promotion, place and price. A look at the product shows that it clearly stands out. There is a lot of competition in the clothing industry, but Abercrombie & Fitch has managed to continue leading in terms...
3 Pages (750 words) Research Paper

Abercrombie & Fitch

...Abercrombie & Fitch Abercrombie & Fitch was founded in 1892, it is a retail store that deals with casual luxury clothing. Its headquarters are in Ohio USA , this store has been sold and resold many times in the past. Abercrombie & Fitch outfitted wealthy people America's most influential leaders and also celebrities. David Abercrombie started a small shop which was dedicated to selling only the highest quality camping, fishing and hunting gear. In 1900 Ezra Fitch expressed a desire to buy into the growing company, Abercrombie accepted and Fitch joined as a partner. But the two men were hot tempered and quarreled frequently and in 1907 Abercrombie sold his share in the company. In 1909 Fitch strategize on the companies expansion...
2 Pages (500 words) Essay

Abercrombie& Fitch

...Abercrombie & Fitch Analysis (Marketing) Abercrombie & Fitch is a clothing store with authentic quality gear for over 100 years. It was Founded in 1892; its products are Casual Luxury Clothing. Its merchandise are sold in the brands Retail stores, catalogs, and online. As of now, the company operates 350 A&F stores in all U.S States. It was first a sporting good retailer. A&F have gone through many controversies and criticisms in the past few years for publishing immoral and sexual activities photographs performing group sex, oral sex and homosexuality in its magazines and websites. These acts were boycotted by an array of religious organizations, women's rights activities and some Asian and American groups...
2 Pages (500 words) Essay

Abercrombie & Fitch

...Marketing Abercrombie & Fitch is a specialty retailer operating in the USA and Canada. Positive and appealing brand image played a crucial role for the company's success and profitability. For a long time, Abercrombie & Fitch's brand created a complex bundle of images and experiences in the customer's mind. "Abercrombie & Fitch aggressively positioned itself as a "life style" brand - a brand that embodies the values and appeal of a desirable way of living" (Abercrombie & Fitch, wikipedia, 2006). A&F's customers integrate all their experiences of observing, using, or consuming a product with everything they hear and read about it. Information about A&F's products comes from a variety of sources and cues, including advertising, publicity...
3 Pages (750 words) Essay

Abercrombie and Fitch

... in only three major countries which include US, UK and Canada; as a result the customer base of the company is not that vast. Its major competitors like Gap operate in 19 countries around the world. Hence to ensure that it doesn’t lag behind in the competition, A&F has to make its presence felt in the international markets well. Another major weakness of the company is its low inventory turnover ratio which means the company has not been able to clear its stock quickly and properly. Use of strengths to deflect threats Abercrombie and Fitch can use its strengths to minimize its threats. The threat of economic recession can be best dealt with its huge industry experience. A&F is a century old organization having a vast experience...
4 Pages (1000 words) Case Study

Abercrombie & Fitch Internal Analysis

They are also dealing with different types of accessories products like cologne and perfume. They are offering their products to different segments like youth men and women targeting the student demographics like the post graduates, graduates and college students (Graakjaer, 2012).
The firm was set up in the 1892 by David Abercrombie. In the initial days, it was popular with the name David T. Abercrombie Co. It started as a waterfront shop and established for the factory in New York City area. Gradually, it gained popularity as dealers of rough, outdoor kits and accessories. The Limited Inc. acquired it during 1988 (Walters, 2008). Henceforth, from 1992, they started to provide effective fashion-attire. The casual apparel bus...
6 Pages (1500 words) Essay

Retail Marketing and Logistics at Abercrombie & Fitch

... by creating rivalry however still attracting all desired demographics to Abercrombie & Fitch regardless of their physical condition. This would require very little change to current marketing strategy and would serve the corporate goal of company expansion and growth. A further recommendation for A&F involves contingency plans for gaining and holding existing competitive advantage. In terms of the consumer, despite the progressive and innovative marketing efforts of existing A&F strategy, it is a likely assessment that customers will eventually require new strategy to remain interesting in the company’s brands. Boone & Kurtz (2007) identify that customers often go through cycles, which can sometimes be measured using appropriate...
16 Pages (4000 words) Case Study

Marketing of Abercrombie and Fitch

A&F sells its product direct-to-consumer through their own retail stores. The company operated around 1,096 stores in North America, Europe and Asia (NYSE Euronext, 2010)
This report is going to discuss the marketing plan for A&f Ltd. This marketing plan will include different types of strategic ideas with help of various models and theories. These strategies will be crafted keeping in mind the mission of the company and will be helpful to sustain and maintain its brands' image for the long run. The report will consider the present market scenario of the apparel industry and according to the situation the segmentation, targeting and positioning will be suggested. After scanning the present market, adaptable strategies...
11 Pages (2750 words) Research Paper

Marketing Management of Abercrombie & Fitch

... and retrenchment. It is one such resource very important for the success for the organization • Technology Development is one such sphere which has become very important for an organization to stay competitive in the market. The company should have a perfect knowledge about the technology they are using and also the related technologies in the market. • Firm Infrastructure includes that of the both physical and environmental conditions. It may include the infrastructure of the store and may also include the planning and control systems (Porter, 1998). Evaluation of Value Analysis of A&F Co. and Its Result Abercrombie & Fitch Co. has been a major player in the lifestyle range of products. It takes pride in its selection or assortment...
8 Pages (2000 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Research Paper on topic Marketing Planning and Promotion at Abercrombie & Fitch for FREE!

Contact Us