A&F Marketing Strategy

1704 Words Sep 15th, 2011 7 Pages
Xiao Shen
Dr. Linden Dalecki
Basic Marketing
Due: 2011/4/22
Marketing Mix Paper---Abercrombie & Fitch
Abercrombie & Fitch is an American retail clothing chain store established in 1892. Currently, Abercrombie & Fitch are primarily in US, but also in Canada where retail stores are located. It sells men’s and women’s jeans, tees, tank tops, outerwear, sweatshirts, accessories, etc. Abercrombie & Fitch’s main target market is male and female teens and collegiate demographic who lean on parents for financial sustenance. Abercrombie & Fitch’s main target market is around college students and teen people(high-school students and pre-college students). It attracts mid-to-upper class family who are willing to spend a little
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The third element is place, also known as distribution. Place is associated with all the decisions involved in obtaining the “right” product to the target market's place, getting the products from manufactures to ultimate consumers. A product isn't ideal to a customer if it isn't available at the time and place it's wanted. The Place for A&F products is the actual A&F stores which all look the same and are all located in fairly decent and more upscale areas inside of shopping malls. The exterior of the modern "canoe store" design features white molding and black louvers. The currently featured marketing image directly faces the entrance. The interior is lit with dim ceiling lights and spot lighting. Fierce, an A&F fragrance for men is automatically sprayed from the lighting tracks by employees. Electronic dance music meant to create an upbeat atmosphere may be played at sound levels as high as 90 decibels, exceeding the corporate policy of 80 decibels and comparable to heavy construction machinery and harmful to the ears. The company operates 1,069 stores across all four brands. The A&F brand has 325 locations in the United States, four in Canada, one in London, one in Milan, one in Tokyo, one in Copenhagen, one in Madrid, one in Paris, one in Brussels, one in Dublin, and one in Hong Kong. A&F also has its own online stores available for only US.
At last but definitely not least, we will talk about price. Price is concerned
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