Abercrombie & Fitch Co.

Motivations Attitudes Values Visual Profile

Prepared by: Mariem Abid, Parth Chauhan, Dasha Kosenko, Tanavi Khandpur, Nadin Popova and Ahmed IbnouElBalad
Sales Management

Company Overview and History

Specialty retailer that sells casual apparel Operates under 5 brands: Abercrombie & Fitch, AbercrombieKids, Hollister and RUEHL and Gilly Hicks: Sydney brands. The company operates in the US, Canada, UK. Operates 1039 stores worldwide (February 2008) 80,100 employees Established June 1892 Targets 18-22 year-old age group 357 stores Theme Casual Luxury David T. Abercrombie established Abercrombie Co. on June 1892
Sales Management Mariem,Dasha,Ahmed,Tanavi,Parth,Nadin

MOTIVATIONS
Unique Sales Tactics : Allows to download music, e-post cards Provide useful information, FAQ Shop online Watch Abercrombie TV Create AnF Mail accounts Store Layout : Comfortable armchairs designed Large photos on the walls Extremely loud, energizing trance and dance songs Dimmed light Unique A&Fs scent in the store

Sales Management Mariem,Dasha,Ahmed,Tanavi,Parth,Nadin

Sensory marketing - Motivations

Emotional over-stimulation, via the use of four components of the feelings: Visual Factors Sound Factors Olfactory Factors Touch Factors

Sales Management Mariem,Dasha,Ahmed,Tanavi,Parth,Nadin

 Visual factors: the symbolic function of a nightclub

Staff dancing to music. Young male models without shirts at the entrance Soft light

Going to A & F is the opportunity to meet beautiful models - customer

Sales Management Mariem,Dasha,Ahmed,Tanavi,Parth,Nadin

 Sound factors: background music

Loud electronic music A playlist by season Playlist repeat loop (3-4 hours) Same playlist over the world

Go in a group at A & F, it's like to go clubbing- customer

Sales Management Mariem,Dasha,Ahmed,Tanavi,Parth,Nadin

 Olfactory factors: Use of scents

A scent for each collection.

Diffusion of ambient scents.

Fierce for several years. Spray perfume every hour, on all clothing.

The smell at A & F, it's awesome, incredible - customer

Sales Management Mariem,Dasha,Ahmed,Tanavi,Parth,Nadin

 Touch factors : Eroticism

Opportunity to touch the mannequins Contact with sellers (Dance etc..) High-quality clothing material

They are half naked , enticing , very challenging and very exciting - customer
Sales Management Mariem,Dasha,Ahmed,Tanavi,Parth,Nadin

ATTITUDES
Emphasis on high level of service, quality, brand image. Targets Generation Y. Positioning strategy involves the use of overt sexuality advertising appeal. The company target young people, with a clothing range that has created unrest among some who consider their styles offensive. The Abercrombie & Fitch brand image is heavily promoted as an international near-luxury lifestyle concept.

Sales Management Mariem,Dasha,Ahmed,Tanavi,Parth,Nadin

Continued
Abercrombie and Fitch believes in provocative advertising. they believe any publicity is good publicity. employees have claimed they were fired from their jobs or given jobs that kept them out of public view on the grounds they did not fit the "look". A&F have obviously concluded that "sex sells" even if the target consumers are young people who are too young to have sex.

Sales Management Mariem,Dasha,Ahmed,Tanavi,Parth,Nadin

VALUES
From sports to sex : Abercrombie & Fitch's trademark style "casual luxury - for years used high-grade materials in the construction of its merchandise and priced them at "nearluxury" levels, the trademark Casual Luxury was introduced. The Abercrombie & Fitch brand image is heavily promoted as an international near-luxury lifestyle concept.

The End

Sales Management Mariem,Dasha,Ahmed,Tanavi,Parth,Nadin

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