* MY MARKETING DIARY * * Dear diary, … * * * * * * * Insya Tayabdjee * Principles of marketing * MKT201 * * * * * * * * Seminar Tutor: Nermeen Mustafa * * * * * * * * * *

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ABERCROMBIE AND FITCH: 5th AVENUE, NEW YORK 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. *
First, the brand’s customers find the store’s way by smelling the scent of Fierce, a special fragrance sprayed around the 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. * * Inside, the staff members are dancing on a 90-decibel background music under spotlights. In other words, every customer feels like entering a nightclub. * * 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 a winning recipe for teenagers and college students, that is fun-loving, attention-seeking and sexually uninhibited. * * 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 ideas