ABERCROMBIE AND FITCH

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ABERCROMBIE AND FITCH
By Kimberley Crawford Megan King Bethany
Partch
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TARGET MARKET
Abercrombie and Fitchs target market is the
classic All-American youth. This 18-22 year old
college student strives for a look that displays
a feeling on prestige, privilege, and casual
luxury. Like the brand itself, this market aims
to be confident idolized and respected.
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PHILOSPHY
Abercrombie and Fitch has three main philosophies
they live by

• Protect the brand.
• Produce trendy, high quality products and a
  stimulating store experience.
• Invest to maintain and to expand, and avoid
  promotions.

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STORE ATMOSPHERE
Abercrombie and Fitch stores use the senses to
appeal to their target customer in a variety of
ways
SEE IT
HEAR IT
TOUCH IT
SMELL IT
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STRENGTHS

• Direct appeal to their target market.
• Consistency among marketing channels.

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WEAKNESSES

• Loud music and dim lighting turns off older
  clients.
• Sizes run small.
• Possibility for post-purchase remorse.

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OPPORTUNITIES

• Move out of the mall.
• International expansion

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THREATS

• Other stores aimed at a similar market.
• Higher price point in an economic downturn.
• Lawsuits and boycotts.

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THE END