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

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

MOTIVATIONS Unique Sales Tactics : • Allows to download music.Nadin . FAQ • Shop online • Watch Abercrombie TV • Create AnF Mail accounts Store Layout : • Comfortable armchairs designed • Large photos on the walls • Extremely loud. e-post cards • Provide useful information.Dasha.Parth. energizing trance and dance songs • Dimmed light • Unique A&F’s scent in the store Sales Management Mariem.Ahmed.Tanavi.

via the use of four components of the feelings: • Visual Factors • Sound Factors • Olfactory Factors • Touch Factors Sales Management Mariem.Dasha.Parth.Sensory marketing .Motivations Emotional over-stimulation.Ahmed.Tanavi.Nadin .

• Visual factors: the symbolic function of a nightclub – Staff dancing to music.Parth.Tanavi. – Young male models without shirts at the entrance – Soft light “Going to A & F is the opportunity to meet beautiful models” .Dasha.Ahmed.customer Sales Management Mariem.Nadin .

Nadin .Tanavi.customer Sales Management Mariem.Dasha. it's like to go clubbing”.Ahmed.Parth.• 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.

customer Sales Management Mariem. “The smell at A & F.Parth. on all clothing. incredible” .• Olfactory factors: Use of scents – A scent for each collection.Nadin .Dasha.Tanavi. – Diffusion of ambient scents. – Spray perfume every hour. it's awesome. – Fierce for several years.Ahmed.

) – High-quality clothing material “They are half naked .Dasha.. enticing . very challenging and very exciting” .Parth.Tanavi.• Touch factors : Eroticism – Opportunity to touch the mannequins – Contact with sellers (Dance etc.Ahmed.customer Sales Management Mariem.Nadin .

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

Tanavi.Parth. • A&F have obviously concluded that "sex sells" even if the target consumers are young people who are too young to have sex.Continued… • Abercrombie and Fitch believes in provocative advertising.Dasha. Sales Management Mariem.Ahmed.Nadin . • 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". • they believe any publicity is good publicity.

for years used high-grade materials in the construction of its merchandise and priced them at "nearluxury" levels. The End Sales Management Mariem.Nadin Thank You .Dasha.VALUES • From sports to sex : Abercrombie & Fitch's trademark style • "casual luxury” . the trademark Casual Luxury was introduced. • The Abercrombie & Fitch brand image is heavily promoted as an international near-luxury lifestyle concept.Ahmed.Tanavi.Parth.