E.O.C Week 6: Discussion Questions

 1.  Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or Why not?

Abercrombie and Fitch is successful at reinventing its brand strategy by completely changing its image from being a supplier of outdoor gear to creating a more fashion-oriented casual apparel business that targets 18 to 22 year-old college students. Their product assortment reflects a youthful lifestyle based on an East Coast heritage and Ivy League traditions.

2.  How does A&F brand its products? Do you think its brand practices are successful?

Abercrombie & Fitch brands their image on the ideal perfect body and beautiful attractive people. They sell the East Coast heritage and College lifestyle to the prep culture. Although they don't appeal to me at all, they do appeal to various people in that prep culture. They must be doing something right.

3.  How do retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it?

Retail store atmospherics are very critical to the stores over all experience. The music has to be upbeat to keep the good vibes flowing in the store and maintain the customer inside. A&F is very notorious in spraying their fragrance every 5 minutes around the store, making the aroma attract customers and leave them with the scent of the store. A&F has some strange large banners of shirtless men everywhere which throws off the message but they have learned to manage it and incorporate it into their image. 

4.  What feelings or emotions do you experience when you enter an A&F store? Do you think A&F tries to intimidate its customer by using extremely attractive models?

Abercrombie & Fitch is probably the last place you'll ever  see me in, yet alone shop in. Their style is the complete opposite of my liking. I wear clothes that represent my identity, not clothes that are portrayed by perfect looking models with chiseled bodies whom are tossed at your face in every banner inside the store. Their Ivy league style also doesn't really appeal to me at all.