Abercrombie and Fitch Marketing Strategy Essay

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Abercrombie & Fitch Marketing Strategy Introduction Abercrombie and Fitch is an international fashion retailer dealing in apparel, fragrance and luxury products at consumers aged 7 to 25. The brand describes its retailing niche as “casual luxury”. The Abercrombie and Fitch Company have a strong brand image based on a provocative communication and a specific in-store experience well suited to the cool lifestyle it advocates. The company operates under four different brands; Abercrombie, Hollister, Ruehl, and Gilly Hicks via U.S. based stores, international stores in Canada, Europe and Asia and online activities Abercrombie and Fitch is one of the ancient retail and clothing organizations in the world in the present day. It was founded in…show more content…
That wants to dress as trendy and “cool” as everyone else later turns into a real love for the brand which makes the back to school and holiday season the busiest for the company because that's when the target market demand is at its highest. According to Pitzke (2007), music and furniture are carefully chosen and used to create a totally different shopping experience. Company Objective & Analysis The purpose of this paper is to present a detailed Marketing Strategy of Abercrombie and Fitch; an American retailer that deals in casual wears for consumers aged 14 to 22 and has its headquarters in New Albany, Ohio. This paper will present detailed analysis of how Abercrombie and Fitch can approach United Arab Emirates, and the primary and selective market demand to be taken into consideration. The methodology will be first to present a summary of the situational analysis; an investigation of strategic consideration in terms of primary and selective demand, a comprehensive marketing strategy recommendations built on primary and selective demand stimulation and finally the conclusion. In carrying out a marketing strategy, a firm has a broad choice of either engage in a primary demand strategy or selective demand strategy. A primary demand oriented strategy attempts to grow the
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