Abercrombie & Fitch’s Success

By Author: fiona zhuang
Total Articles: 6
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A F, a brand, which is famous in the world market. The inner spirit of the brand makes it success. The feature of the brand consist of three elements, and the first spirit of its feature is luxury. Both the decoration of the store and the smell of perfume presents the first feature of the company, that is luxury. So we can know that the success of the brand based on their efforts.

A F brand positioned as casual luxury. Its connotation of the brand, including three aspects. First, the luxury: the products of A F have best quality and fashionable design, which is the symbol of the aristocrat in America. Second, leisure: A F advocating Institute of wind, the young American clothing brands, leading the trend, advertising, products, revealing the "cool" brand connotation. Third, venture spirit and free: the specific style of advertise symbol and the slogan "adventure goes on" all reflects it. A F put its market on the college and high school which are lower lever customers in the low market, and the common students have the ability to buy.
The products of A F, compared to other luxury goods, have lower prices, for example, ...
... and the price compared to competitors, J.Crew, A & F men shirts priced 60 to $ 90, J.Crew men's shirts priced at 70 to $ 160. While, the brand of A F is the symbol of high status in the US, even in the world. People think about the conflicts of lower price and high status of A F brand. The nature of this "contradiction" is the low contrast difference between the senses with high added value and the actual lower price. How to perfect integration and build this kind of "sensory difference" is worthy of a place to learn from.
Surface: high-end marketing factors polymerization
Philip Kotler, the professor of marketing in America said, selling is not sell products or services to the customers but an art to create real value for customers. A F using classical conditioning of consumer behavior theory, the high-end luxury marketing factors come together, bring out the brand's high-end, enabling customers to exposure to the luxury shopping mood.
1. retail basis of efficacy. Retail image influence consumer's perception of their quality of service and consumer's decision to go shopping. Most of A F's shops open in the high-end shopping center. The shop's luxury design, wood structure, carpet made by Scotland and mark of outstanding elk all make people feel it is a living room of the aristocrat. This retail store image highlights the connotation of luxury brands.
2. The function of the staff. A F recruitment of sales staff for a prestigious University and high school students, they were carefully chosen. Each staff is handsome and beautiful, all sports, has a charming, open, passionate appearance memorable. Our concern is to find representative of our brand styles of employees. This style is called school style which is symbolized by the lead students. So fresh-man sketch youth leisure brand image, while shop assistants also painted a high-end brand of high quality images of connotation.

brand, A F, luxury, market, consumer, image
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