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본문내용
Abercrombie & Fitch
jobfashion
A) Company Background
1) General facts
The company was founded in Ohio in 1892 by 2 men called David Thomas Abercrombie and Ezra Hasbourk. Abercrombie & Fitch is a US based clothing company. The firm defined itself as a “Casual Luxury” Brand for young adults (college students). A&F want to be a cool luxury brand. Regarding it’s previous marketing and communication campaign we can say that the brand emphasizes the fact that the physical appearance and style of its customers are fundamental. The logo of an elk was A&F’s symbol of cools guys and girls among teenagers .The company chose elk because at first (before it went bankrupted it was selling products related to hunting). At first (1992-2000) the company was very successful (over 1000 millions of dollars of sales)The company operate also offshoot brand Hollister Co (that contrary to Abercrombie is very profitable). Unlie to its brother brand Hollister Abercrombie has been facing huge decrease in sales for the last few years.
2) Reasons of it’s failure
The negative publicity and wrong marketing campaign were the main reasons for its failure because it leads to a lost of their brand focus and they didn’t reach their target.
Some examples:
o The past CEO Jefferies said:
“In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We want to market to cool and good-looking people. We don’t market to anyone other than that.” Mike Jeffries thought it would make the cool kids purchase more of his products but that’s not what their target market thought of.
o Their recruitment policies:
A&F is also known for applying a discriminatory policies regarding recruitment. In fact, they used to hire only models as sellers. This was a part of their marketing campaign. Because in their marketing campaign they used appearance of their employees because they wanted them to represent their “cool” brand image to the targets.
jobfashion
A) Company Background
1) General facts
The company was founded in Ohio in 1892 by 2 men called David Thomas Abercrombie and Ezra Hasbourk. Abercrombie & Fitch is a US based clothing company. The firm defined itself as a “Casual Luxury” Brand for young adults (college students). A&F want to be a cool luxury brand. Regarding it’s previous marketing and communication campaign we can say that the brand emphasizes the fact that the physical appearance and style of its customers are fundamental. The logo of an elk was A&F’s symbol of cools guys and girls among teenagers .The company chose elk because at first (before it went bankrupted it was selling products related to hunting). At first (1992-2000) the company was very successful (over 1000 millions of dollars of sales)The company operate also offshoot brand Hollister Co (that contrary to Abercrombie is very profitable). Unlie to its brother brand Hollister Abercrombie has been facing huge decrease in sales for the last few years.
2) Reasons of it’s failure
The negative publicity and wrong marketing campaign were the main reasons for its failure because it leads to a lost of their brand focus and they didn’t reach their target.
Some examples:
o The past CEO Jefferies said:
“In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We want to market to cool and good-looking people. We don’t market to anyone other than that.” Mike Jeffries thought it would make the cool kids purchase more of his products but that’s not what their target market thought of.
o Their recruitment policies:
A&F is also known for applying a discriminatory policies regarding recruitment. In fact, they used to hire only models as sellers. This was a part of their marketing campaign. Because in their marketing campaign they used appearance of their employees because they wanted them to represent their “cool” brand image to the targets.
- 가격2,000원
- 페이지수6페이지
- 등록일2016.12.08
- 저작시기2016.11
- 파일형식기타(docx)
- 자료번호#1014420
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