![]() ![]() Today, however, the brand has lost the “cool” and “hip” appeal and is doing very well generally, but not at the same rate as it had 10 years ago. ![]() Ten years ago, A&F marketing was strong and therefore was able to achieve Top Of Mind Awareness. While A&F had a goal of placing itself at the Top of Mind but it has not achieved the same. To appeal to the lifestyle and upscale people, Abercrombie and Fitch have put a lot of money into its stores, and brand ambassadors as well as marketing to make sure that the lifestyle-conscious crowd enjoys the brand. The primary group of the brand is the upscale audience. But, due to its depiction of youth, the brand is loved by both men and women of all different ages. The brand’s primary focus is on the younger segment. Marketing Strategy of Abercrombie and Fitch – Segmentation, Targeting, Positioning Since 1892, the brand has been a specialty retailer of quality apparel, outerwear and fragrance – designed to inspire our global customers to feel confident, be comfortable and face their Fierce. Website: Abercrombie and Fitch Fun Fact: Abercrombie & Fitch believes that every day should feel as exceptional as the start of the long weekend. Competitors: American Eagle Outfitters | Aeropostale | Gap Inc. ![]() Products & Services: Apparel, accessories, personal care, footwear Profit | Net income: US$ -114.02 million ![]()
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