New Marketing Trends

CONTENTS
How A&Fs sensory marketing is meeting new marketing trends and customer expectations ?

What is A&F ?
Where does it come from ? The history of A&F

What is Sensory Marketing ?

Definition Examples

A&Fs Sensory Marketing

How did A&F use Sensory Marketing ? Comparisons

CONTENTS
How A&Fs sensory marketing is meeting new marketing trends and customer expectations ?

Primary Data
The interview The observation

The Final Answer

Is A&Fs Sensory Marketing adpated to

customers expectations ?

What is A&F ? (Part1)

1892
1900 1913 1917 In 1892, Abercrombie & Fitch was founded under the name David T. Abercrombie Co. The first store was a small waterfront shop and factory in downtown New York City. His love of the great outdoors inspired him to begin Abercrombie and Co., a shop dedicated to selling only the highest quality camping, fishing and hunting gear. One of his most loyal customers was Ezra Fitch.

1928
1996 1998 2000

Ezra Fitch was a successful lawyer in Kingston, New York. Restless and thoroughly bored with his profession, Fitch spent his free time trekking the slopes of the Adirondacks

What is A&F ? (Part1)

1892

1900
1913 1917

Fitch convinced David Abercrombie to let him buy into partnership in the business. By 1904, the shop which was now located at 314 Broadway, was incorporated, and the name was officially changed to Abercrombie & Fitch. David Abercrombie and Ezra Fitch were stubborn, hottempered men, and they had vastly different views about the future of their business. Abercrombie was more conservative and content to continue the store as it was. However, Fitch was more of a visionary. Inevitably, the partnership dissolved, and David Abercrombie resigned in 1907.

1928
1996 1998 2000

In the meantime, the store continued to expand. Ezra Fitch was a determined innovator the phrase It cant be done was not a part of his vocabulary

What is A&F ? (Part1)

1892
1900

1913
1917

1928
1996 1998 2000

The store moved again, this time to a more fashionable and easily accessible midtown address just off 5th Avenue. Inventory was expanded and A&F became the first store in New York to supply rugged outdoor clothing for women

What is A&F ? (Part1)

1892
1900 1913 In 1917, Abercrombie & Fitch moved again, this time to Madison Avenue and 45th Street, where it occupied an entire 12-story building. The sign outside the new location said, Where the Blazed Trail Crosses the Boulevard.

1917
1928
1996 1998 2000

What is A&F ? (Part1)

1892
1900 1913 1917

In 1928, Ezra Fitch retired, but Abercrombie & Fitch continued to grow.

1928
1996 1998 2000

What is A&F ? (Part1)

1892
1900 1913 1917

In May 1996, Abercrombie & Fitch became a fully independent, publicly traded company and thrive as one of the fastest-growing merchants of the highest quality mens and womens casual clothing in America.

1928

1996
1998 2000

What is A&F ? (Part1)

1892
1900 1913 1917 In 1998, Abercrombie opened and followed the rich Abercrombie & Fitch heritage by offering the same high quality clothing and one-of-a-kind brand experience.

1928
1996

1998
2000

What is A&F ? (Part1)

1892
1900 1913 1917 5 brands launched (Hollister Co., Ruehl No. 925 et Gilly Hicks) In March 2007, A&F open its first branch in London and in 2010, one is inaugurated in Paris

1928
1996 1998

2000

What is A&F ? (Part2)

Corporate
Abercrombie & Fitch is a luxury and premium clothes American company, founded in 1892 by David Abercrombie and Ezra Fitch. It is based in Ohio and has four brands : Abercrombie & Fitch, Hollister Co., RUEHL No.925, and Gilly Hicks. Brands are segmented by age : Abercrombie kids for the 7-14 years old customers, then Hollister for the 14-18 years old, Abercrombie & Fitch for the 18-22 years old, and finally Ruehl for the 22-35 years old. The last brand created recently, Gilly Hicks, is oriented for the 18 years old women and above.

Positioning

What is A&F ? (Part2)

Corporate
In 2006, the company achieved a 3,318 billion dollars turnover and opened more than 950 shops in the US, Canada and the UK. They opened also five shops in Europe (London, Milan, Copenhagen, Paris, Madrid) and they are planning to open seven others ; three in Asia (Tokyo, Fukuoka, Singapore) and two in Latin America (San Juan, Plaza Las Amricas mall). The brand orientation is characterized by Tshirts, striped colorful polo and vintage jeans. The A&F logo is a small moose.

Positioning

What is A&F ? (Part2)

Corporate

The Abercrombie & Fitch brand image is heavily promoted as an international near-luxury lifestyle concept.

Positioning

What is Sensory Marketing ?

Definitions 1
Definitions 2
Sense : Any of the faculties, as sight, hearing, smell, taste, or touch, by which humans and animals perceive stimuli originating from outside or inside the body. (Oxford English Dictionary) Sensory marketing : Marketing techniques that aim to seduce the consumer by using his senses to influence his feelings and behavior. (American Marketing Association)

The use of SM

Examples

What is Sensory Marketing ?

Definitions 1

Definitions 2
The use of SM

Sensory Marketing : Ensemble of all the variables of action controlled by the producer or retailer to create, around the product or service, a specific multi-sensory environment, either through the product itself or the communication or the environment in the point of sale (S. Rieunier).
Atmosphere : The physical characteristics of the store such as architecture, layout, signs and displays, color, lighting, temperature, noise, and smell creating an image in the customer's mind (American Marketing Association).

Examples

What is Sensory Marketing ?

It is an effective marketing application Definitions 1 It measures and explains consumer emotions It spots and capitalizes on new market opportunities It maximises product profitability It ensures first and repeat purchase Examples It ensures long-lasting product success

Definitions 2

The use of SM

What is Sensory Marketing ?

Definitions 1

Definitions 2

The use of SM

Examples

What is Sensory Marketing ?

Definitions 1
In 1980, Armand Hadida opened his first point of sale in the basement of a gallery on the Champs Elyses. For him a way to affirm his chosen path by proposing clothes of designers embodying the brightness in fashion for the upcoming decades.

Definitions 2

The use of SM

Examples

What is Sensory Marketing ?

Definitions 1 1990 Opening of a 300m2 large space, rue des Rosiers (Paris 4), an association of multiple artistic expressions concerning fashion, silverware, glass and design. 2010 LEclaireur celebrates its 30th anniversary.

Definitions 2

The use of SM

Examples

What is Sensory Marketing ?

Definitions 1
Pioneers in combining design and fashion, pioneers in breaking away from the traditional distribution system, Armand & Martine Hadida gave a new direction to the highly banalised profession of retail selling. Extremely sharp-edged choices and a service dedicated to the needs of the specific client serve as the basic principles of the couple. At LEclaireur the client is invited to take part in a story where creators appear to be actors. On the constant quest for novelty, the duet Hadida, the founder and artistic director of Lclaireur, loves to tell stories each time of renewal. LEclaireur, is to go ahead, to be in what will come, to dare, to disturb, it is the duty always to seduce, always to surprise. To inspire, make discoveries, to share, LEclaireur is a trend spotter and offers his clientele a vision of fashion and new and forward thinking creation for 30 years.

Definitions 2

The use of SM

Examples

A&Fs Sensory Marketing

The Theory

A&F

Comparison

A&Fs Sensory Marketing

The Theory

A&F

Comparison

A&Fs Sensory Marketing

The Theory

A&F

Comparison

Primary Data
The Observation
Floor Impact Model Cashier Fitting Room Cleaner Openig space Total

-1 0

3 5

3 10

4 1

1 2

12 18

1
2

6
5

5
4

1
1

18
10

Primary Data
How do you manage to display this fragrance in the store, and even outside ? The Observation

The Interview
(smell) The Interview (sound) Well, this is pretty simple. We have 32 perfume distributors which are working all day long. There you can see one. This is it. It looks like some ventilation bars but this is actually where the smell comes from. Also, the employees belonging to the Stylist group are in charge of spraying the Fierce perfume on the clothes. And trust me, they spray it really often.

The Interview (light)

Primary Data
We think the volume is really high, do you know how many decibels we are at ?
The Observation

The Interview (smell)

The Interview
(sound)

Oh, I am not able to tell you the exact number, but what I know is that we continually are at the borderline with the maximum authorized, which means that the volume is between 95 and 105 decibels.

The Interview (light)

Primary Data
Could you tell us some stuff about the lights for example ?
The Observation

The Interview (smell)

The Interview (sound)

Oh yes, this is a good point. Actually, we only light the clothes, the paintings...and the stairs, for security purposes. The sum of all those lights is enough to light all the store.

The Interview
(light)

The Final Answer

Sensory branding is based on the idea that we are most likely to form, retain and revisit memory when all five senses are engaged.
Sensory Marketing Intelligence by Luis Madureira

Sources
http://api.ning.com/files/HTz0DQfNumBBgOiZUlIXTl*Rej1kVFPWtPqlKGant1 d6QBKweNbH5ZNUPe378TggLViEfZXvJ7Qx6Ab6VDbRJumAIYTnnDbP/201 0_10_01SensoryMarketingIntelligenceEuro2010BarcelonaLuisMadureira.pdf

http://info.4imprint.com/wp-content/uploads/blue-paper-sensor marketing.pdf

http://www.abercrombie-paris.com/historique.html http://www.leclaireur.com/en/about-us-en
http://en.wikipedia.org/wiki/Abercrombie_%26_Fitch http://stosowana.files.wordpress.com/2010/12/the_co ncept_of_sensory_marketing.pdf

http://eu.abercrombie.com/webapp/wcs/stores/servlet/StoreV gId=11556&langId=-2&storeId=19159
http://www.samresearch.com/166.html