Abercrombie & Fitch is a retailer that focuses on upscale causal clothing for young consumers. David T. Abercrombie and Ezra Fitch founded the company in 1892 in New York City, New York. The company has only fallen on hard times only twice throughout the years. First time was back in 1972 when they filled for chapter 11 bankruptcies. Second time was very recent, it happened in 2008 where their stock fell from $84.23 to $14.46. Since 2008 the Abercrombie & Fitch stock has risen and fallen, but has never fully recovered; today the stock is set at $14.30. Their need to be some action taken to fix the company’s problem, the first is to get insight. I was given the opportunity to interview three women to see their views and opinions about Abercrombie
…show more content…
MEC stands for the mean end chain; products are a mean to an end. The types of knowledge that goes with a MEC are attributes and characteristic of product; consequence, benefit and risk of using the product; and self-values, the product helps consumer achieve a desire. From using the laddering interview I am able to conclude that Abercrombie and Fitch consumers has all the types of product knowledge. First, the brand has pacific attributes tied to it, concrete and abstract attributes. The concrete attributes are stylish, in trend, and identical. The abstract attributes are feeling something with that brand, for example acceptance. Secondly, the knowledge of the consequences, benefits and risks to buying an Abercrombie and Fitch product. One risk would be that it is expensive with low quality guarantied. A benefit of the brands is that consumers are looking for cute, beautiful, sharp clothing at a convenience. The type of consequence the consumer has when buying Abercrombie and Fitch is a psychosocial consequence. When he or she shops at the store they are hoping for social acceptance from their peers, to fit in with the crowed. The idea of fitting in also goes with the self-value of shopping at Abercrombie and …show more content…
To start, the instrumental values are specific methods of behavior, provide means by which the end goal is achieved and are character/personality traits. Some examples of instrumental values are independent, honest, self controlled, loving, helpful, polite, clean, cheerful, and responsible. Abercrombie and Fitch consumers feel the brand has instrumental values because it can help them dress for the person they are trying to be. The brand has many styles that will fit everyone’s taste. The other value is terminal value. The examples of terminal values that go with Abercrombie and Fitch are personal gratification and self-actualization. The consumer feels personal gratification with social recognition and sense of accomplishment because they are fitting in with the masses. The consumer also feeling self-actualization with beauty and self-esteems because they are wearing cute clothing that makes them look good. The results I received from conducting the laddering interview help me understand how my consumer feels about the clothing industry and the brand Abercrombie and Fitch. It helped me because it painted a picture of what consumers now a days are looking for. I was able to look at what they want and see how Abercrombie and Fitch were not fitting their goals and desires. It also helped me see how they actual view the brand. Now a day it seems to be a brand that people have forgotten brands like Hollister
MEC stands for the mean end chain; products are a mean to an end. The types of knowledge that goes with a MEC are attributes and characteristic of product; consequence, benefit and risk of using the product; and self-values, the product helps consumer achieve a desire. From using the laddering interview I am able to conclude that Abercrombie and Fitch consumers has all the types of product knowledge. First, the brand has pacific attributes tied to it, concrete and abstract attributes. The concrete attributes are stylish, in trend, and identical. The abstract attributes are feeling something with that brand, for example acceptance. Secondly, the knowledge of the consequences, benefits and risks to buying an Abercrombie and Fitch product. One risk would be that it is expensive with low quality guarantied. A benefit of the brands is that consumers are looking for cute, beautiful, sharp clothing at a convenience. The type of consequence the consumer has when buying Abercrombie and Fitch is a psychosocial consequence. When he or she shops at the store they are hoping for social acceptance from their peers, to fit in with the crowed. The idea of fitting in also goes with the self-value of shopping at Abercrombie and …show more content…
To start, the instrumental values are specific methods of behavior, provide means by which the end goal is achieved and are character/personality traits. Some examples of instrumental values are independent, honest, self controlled, loving, helpful, polite, clean, cheerful, and responsible. Abercrombie and Fitch consumers feel the brand has instrumental values because it can help them dress for the person they are trying to be. The brand has many styles that will fit everyone’s taste. The other value is terminal value. The examples of terminal values that go with Abercrombie and Fitch are personal gratification and self-actualization. The consumer feels personal gratification with social recognition and sense of accomplishment because they are fitting in with the masses. The consumer also feeling self-actualization with beauty and self-esteems because they are wearing cute clothing that makes them look good. The results I received from conducting the laddering interview help me understand how my consumer feels about the clothing industry and the brand Abercrombie and Fitch. It helped me because it painted a picture of what consumers now a days are looking for. I was able to look at what they want and see how Abercrombie and Fitch were not fitting their goals and desires. It also helped me see how they actual view the brand. Now a day it seems to be a brand that people have forgotten brands like Hollister