The American clothing brand, Abercrombie & Fitch (A&F) is best known for its trendy and collegiate inspired accessories and casual wear targeted toward teens and young adults. The vision of Michael Jeffries, brought on as CEO in 1992, led A&F to become the uniform of preppy, conventionally attractive teenagers across America (Goldstein, 2014). However, in recent years the brand has suffered and the clothing retailer has lost popularity.
Logos and Symbols
Logos and symbols are often easily recognized and can be a valuable way to identify products (Keller, 2008, p. 156). The A&F logo, born in New Albany, Ohio utilized the Adobe Garamond Bold font as its logotype and in some brand scenarios it was shortened to A&F.
Abstract logos offer advantages …show more content…
A&F clothing always had something to identify the person as wearing its product, such as the signature stitch on the back pocket of jeans, the words “Abercrombie”, “Abercrombie & Fitch”, or “A&F”, or its moose symbol. The use of logos tend to be used on relaxed clothing such as t-shirts, sweatpants, and sweatshirts; whereas the use of the moose symbol was on more luxurious clothing such as button up shirts and cashmere sweaters.
Packaging
As a brand marketing strategy, A&F placed gray-scale sensual images of men and women with the words “Abercrombie & Fitch” or “Fierce” printed on its shopping bags in white. The models photographed on the bags were A&F employees. Store models who were selected had to be attractive enough to become the face and body of the A&F brand. The bottom interior of these shopping bags displayed the company’s trademark, which was used as an additional advertisement. When it comes to the company’s perfume fragrances, “Fierce” and “Fierce Intense”, A&F implemented the same packaging strategy. Each bottle is packaged with the same gray-scale sensual images of models with the text in black and white. Some bottles are labeled “Fierce Confidence” in red with the same gray-scaled sensual images.
Logos and Symbols
Logos and symbols are often easily recognized and can be a valuable way to identify products (Keller, 2008, p. 156). The A&F logo, born in New Albany, Ohio utilized the Adobe Garamond Bold font as its logotype and in some brand scenarios it was shortened to A&F.
Abstract logos offer advantages …show more content…
A&F clothing always had something to identify the person as wearing its product, such as the signature stitch on the back pocket of jeans, the words “Abercrombie”, “Abercrombie & Fitch”, or “A&F”, or its moose symbol. The use of logos tend to be used on relaxed clothing such as t-shirts, sweatpants, and sweatshirts; whereas the use of the moose symbol was on more luxurious clothing such as button up shirts and cashmere sweaters.
Packaging
As a brand marketing strategy, A&F placed gray-scale sensual images of men and women with the words “Abercrombie & Fitch” or “Fierce” printed on its shopping bags in white. The models photographed on the bags were A&F employees. Store models who were selected had to be attractive enough to become the face and body of the A&F brand. The bottom interior of these shopping bags displayed the company’s trademark, which was used as an additional advertisement. When it comes to the company’s perfume fragrances, “Fierce” and “Fierce Intense”, A&F implemented the same packaging strategy. Each bottle is packaged with the same gray-scale sensual images of models with the text in black and white. Some bottles are labeled “Fierce Confidence” in red with the same gray-scaled sensual images.