Deep Spirit Of Abercrombie & Fitch

A F brand positioned as casual luxury

A F brand positioned as casual luxury. The brand contains three different meaning. First, the luxury: the products of A F have best quality and fashionable design, which is the symbol of the aristocrat in America. Second, the relax: A F pursuit college culture, is the clothes brand of the young people, which leads fashion and presents the cool meaning of its brand in products and ads. Adventurous, unfettered: decadent uninhibited advertising image and brand slogan "the adventure goes on" can be reflected. 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 perfectly merge and create the sense difference is worth to learn.

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. The basic function of retail. The image of the retail shop has an influence on the customers' feeling of the service quality and customers' decision of where to shopping. Most of A F's shops open in the high-end shopping center. A F store design luxury, all-wood structure and pattern carpet of Scotland, as well as the iconic elk head specimens, people just like being in aristocratic living room. This image of retail shop stands out the brand meaning of luxury.

2. The function of the staff. Most of he staff of A F are famous college or high school students who have been selected carefully. 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 the so-called campus style, these student leadership will be mapped out with the appeal of our brand image. The living staff presents the brand image of youth relax, and the high quality staff also describes deep meaning of high end brand image.

by: fiona

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