Strategic Marketing
The A&F marketing strategy targets directly young generation and there life style, there wants, demands, needs, economic situation and consumption patterns. A&F has preserved its uniqueness by advertising on a completely different way. Competitors like American Eagle, Aerepostale, The Gap, Jack Wills and Superdry have been focusing on totally different themes to promote their products. The company has been focused on the sexual advertising appeal. The emphasis at A&F is on big banners of young people placed on billboards, this has positioned the brand with a perception of high quality and higher-end segment of the society. A&F also hires people who have been representing A&F on their own; they are recruiting good looking …show more content…
A&F needs to seriously consider geographic segmentation, because it lacks to realize the global market place. Geographic segmentation bases that are used by the brand are people living in big cities, big counties, you cannot find their store in smaller countries, like in Slovenia.
Demographic Segmentation
Demographic segmentation divides the market into groups based on variables such as age, gender, family life cycle, income, occupation, education, religion, race, generation, and nationality. Abercrombie&Fitch has been always focused more on people with higher income. A&F is mainly focused on the generation Y, but on the other hand company targets both men and women.
Psychographic segmentation
Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits. A&F has “the casual cool” theme, with several of the latest trends for teens from the higher segment of the society. People who buy A&F have casual, urban, sporty and luxury lifestyle.
Behavioral …show more content…
A&F has been positioned in a way that it differentiates itself with quality and design which is masterfully tailored with price, so that the customer can get the best value for their money. Second important difference from the competition is the service they provide to customers, when the product is already very good and you add some good quality service, customer loyalty increases. They are identifying a set of possible competitive advantages to build a position by providing superior value from: product differentiation (diverse product offerings), channels (offering online orders), people differentiation ( hiring highly trained staff members) and image differentiation (more focused towards the perception)
The A&F marketing strategy targets directly young generation and there life style, there wants, demands, needs, economic situation and consumption patterns. A&F has preserved its uniqueness by advertising on a completely different way. Competitors like American Eagle, Aerepostale, The Gap, Jack Wills and Superdry have been focusing on totally different themes to promote their products. The company has been focused on the sexual advertising appeal. The emphasis at A&F is on big banners of young people placed on billboards, this has positioned the brand with a perception of high quality and higher-end segment of the society. A&F also hires people who have been representing A&F on their own; they are recruiting good looking …show more content…
A&F needs to seriously consider geographic segmentation, because it lacks to realize the global market place. Geographic segmentation bases that are used by the brand are people living in big cities, big counties, you cannot find their store in smaller countries, like in Slovenia.
Demographic Segmentation
Demographic segmentation divides the market into groups based on variables such as age, gender, family life cycle, income, occupation, education, religion, race, generation, and nationality. Abercrombie&Fitch has been always focused more on people with higher income. A&F is mainly focused on the generation Y, but on the other hand company targets both men and women.
Psychographic segmentation
Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits. A&F has “the casual cool” theme, with several of the latest trends for teens from the higher segment of the society. People who buy A&F have casual, urban, sporty and luxury lifestyle.
Behavioral …show more content…
A&F has been positioned in a way that it differentiates itself with quality and design which is masterfully tailored with price, so that the customer can get the best value for their money. Second important difference from the competition is the service they provide to customers, when the product is already very good and you add some good quality service, customer loyalty increases. They are identifying a set of possible competitive advantages to build a position by providing superior value from: product differentiation (diverse product offerings), channels (offering online orders), people differentiation ( hiring highly trained staff members) and image differentiation (more focused towards the perception)