Marketing diary

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  • Publié le : 7 octobre 2010
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* MY MARKETING DIARY
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* Dear diary, …
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* Insya Tayabdjee
* Principles of marketing
* MKT201
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* Seminar Tutor: Nermeen Mustafa
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ABERCROMBIE AND FITCH: 5th AVENUE, NEWYORK CITY

* DESCRIPTION SITUATION (129words out of 579): Four weeks ago, during my journey in New York City, I heard about the Abercrombie and Fitch flagship store based in 720, 5th avenue. Abercrombie and Fitch is a retailer, operating stores selling casual apparel.
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First, the brand’s customers find the store’s way by smelling the scent of Fierce, a special fragrance sprayed aroundthe store, inside the store and to top it all, on every article of clothing. In front of the boutique, people have to wait for getting in. Plus, two men stripped to the waist welcome the customers who can also leave with a picture with the models thanks to a professional photographer.
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* Inside, the staff members are dancing on a 90-decibel background music under spotlights. In otherwords, every customer feels like entering a nightclub.
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* ANALYSE THE SITUATION USING MARKETING THOERIES: Indeed, using the concept of target marketing, the brand reaches a specific group of customers with an atmosphere carefully tailored to meet their needs. Abercrombie and Fitch marketers are focusing on psychographic characteristics: they have developed a powerful image, through awinning recipe for teenagers and college students, that is fun-loving, attention-seeking and sexually uninhibited.
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* Besides, to remain familiar with teenager tastes, each month thirty Abercrombie researchers are sent to college campuses to chat with students. The data collected by this qualitative research is used by the brand to design every aspect of the store, as well as getting ideasfor new merchandise.
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* Thus, the company understood that the atmosphere and the layout of the store create identity and draw in its target customers. Colour, sound and smell can affect mood. Shoppers are considered to have three attention zones and Abercrombie marketers seemed to focus on the first zone (operating at a distance of 30 feet from the shopper) in order to stand out fromcompetitors: therefore the retailer uses a combination of sound, scent and motion to attract potential buyers. Above all, the staff members called “brand reps” catch customers’ attention by wearing clothing from the brand.
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* To sum up, Abercrombie marketers mix target marketing, market research and store atmosphere to build a strong identity and reaffirm the image of the brand. More thanan ordinary purchase, Abercrombie and Fitch wants to sell an experience.
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* RECOMMENDATIONS: I first recommend the company to carry on the experiential marketing. Thus, the rise of experiential marketing makes the companies focus on store atmosphere as retailers strive to create a shopping experience for consumers.
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* Based on the increasing experiential economy, businessesmust orchestrate memorable events for their customers and that memory itself has to become the product, for instance the picture with the two models outside of the store. Joseph Pine and James Gilmore (The Experience Economy,1999) explain that with the increasing competition, companies discovered that the best way to differentiate one product from another, here clothes, was to add more than aservice, an experience.
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* That is exactly what Abercrombie is trying to do and has to keep doing for the next years.
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* However, Abercrombie marketers should bear in mind that it has to be renewed by updating its image in order to meet the needs of the new generations of teenagers, evolving with them. Indeed, the original concepts they have introduced can become old-fashioned....
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