Abreadcrumb and Fish?
RE: Bad Press or Good Value Proposition?
Upon stumbling onto Julie’s blog post on Abercrombie & Fitch, I have to agree that the company has a very distinct image (and smell) that pops right up when someone mentions their name. More often than not, the strong appearance and appeal to teenagers is what defines A&F in the public eye.
It is advantageous, as Julie also mentioned, to have a target demographic they can speak out to. The elitism puts off some people from going into their stores, which is a double-sided knife, because Abercrombie does want to deliberately filter out customers that might not match their image.
But in the long term, the beliefs that Abercrombie & Fitch promotes quickly avert from one generation of “cool” teens to the next, without leaving behind a stable customer base that is specifically loyal to A&F, unlike brands such as Lululemon and Zara, but whom also have weaknesses and controversy in other areas.
The point is that in order for A&F to grow as a business in the future, it is important to build onto their current business model, and integrate aspects such creating shared value for teenagers and adults who aren’t just looking to be cool on the outside, but also attaining inner value and giving back to the community.
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Works Cited
“Abercrombie & Fitch Logo.” Seam Bliss. Abercrombie, 2013. Web. 20 Oct. 2013.