Having a successful brand requires many factors, knowing Social Variables of Buying Behaviors and Marketing Strategy. Sales Promotion and Personal Selling, that correspond with the correct targeting social class or reference groups is essential. Abercrombie & Fitch is an example why the company did not do a good job at these factors, thus lead to constant decreasing in their revenue. A&F had the biggest problem of wrong targeting advertisement, and ineffective Personal Selling. “Former CEO Mike Jeffries alienated shoppers by trying to make the brands too exclusive. Gone are shirtless models and overly sexy advertising, ” (Sales Rise) shaping A&F a ‘luxury’ brand, when its really targeting consumers are teens. The elasticity of demand for teens
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During Jeffries’s leadership, his decoration idea toward the stores are using dark woods, very intense music, what these factors will leave young customers a distanced feeling from the product. With the failure in Sales Promotion and Personal sales, “Abercrombie ANF -0.70% stock plunged 16% to the lowest level in at least five years … the empire that it once was is no more” (Outperformed). The executive team compared the company with the rising American Eagle, leaning what they are doing to promote its product, then apply the concept to A&F. At this point, “American Eagle AEO. +0.35% shares surged 7.7% to their highest level in a year after a stronger-than-expected earnings reported” (Outperformed). American Eagle’s customer is similar with that of A&F’S, and what American Eagle did is “trying to move to a more fashion oriented teen customer” (Outperformed). While A&F is still “the attitude-conformist, sexy, exclusive – hadn’t evolved much … but teens have” (Holding On), so the only way to save A&F is to follow the consumer trend, and adjust A&F’s Sales Promotion/ Personal Sales to this …show more content…
Thus, A&F “store employees are encouraged to interact with customers” (Sales Rise), and “have more flexibility on where to place products depending on what is selling well”. Maximizing its sales comes in different ways, most people think of face-to-face interactions can help with sales. Just like the A&F officer said, “programs were put in place to give associates more product information, and staffers were given more freedom to make decisions about how stores are run” (5 Things). But also there is other factors in determining increase sales, “moving popular merchandise and other key terms into attention-grabbing positions” (5 Things). When shoppers walk in front of a store, he or she will most likely to look into the store, and what is displayed at the foyer is the attention grabbing factor for new
During Jeffries’s leadership, his decoration idea toward the stores are using dark woods, very intense music, what these factors will leave young customers a distanced feeling from the product. With the failure in Sales Promotion and Personal sales, “Abercrombie ANF -0.70% stock plunged 16% to the lowest level in at least five years … the empire that it once was is no more” (Outperformed). The executive team compared the company with the rising American Eagle, leaning what they are doing to promote its product, then apply the concept to A&F. At this point, “American Eagle AEO. +0.35% shares surged 7.7% to their highest level in a year after a stronger-than-expected earnings reported” (Outperformed). American Eagle’s customer is similar with that of A&F’S, and what American Eagle did is “trying to move to a more fashion oriented teen customer” (Outperformed). While A&F is still “the attitude-conformist, sexy, exclusive – hadn’t evolved much … but teens have” (Holding On), so the only way to save A&F is to follow the consumer trend, and adjust A&F’s Sales Promotion/ Personal Sales to this …show more content…
Thus, A&F “store employees are encouraged to interact with customers” (Sales Rise), and “have more flexibility on where to place products depending on what is selling well”. Maximizing its sales comes in different ways, most people think of face-to-face interactions can help with sales. Just like the A&F officer said, “programs were put in place to give associates more product information, and staffers were given more freedom to make decisions about how stores are run” (5 Things). But also there is other factors in determining increase sales, “moving popular merchandise and other key terms into attention-grabbing positions” (5 Things). When shoppers walk in front of a store, he or she will most likely to look into the store, and what is displayed at the foyer is the attention grabbing factor for new