“Who needs brains when you have these?”
Pretty sure this slogan sounds familiar to you if you’re in your late teens or early twenties. Indeed it’s one of Abercrombie & Fitch’s. The American casual fashion retailer, famous for their pastel-colored polo shirts, preppy shorts and logoed t-shirts.
But Abercrombie & Fitch has marketed itself more than just a successful clothing brand, it assures their customers a lifestyle. The A&F emporium exists of giant flagship stores with a basic yet contemporary architecture. Two bare-chested male models standing at the front door are hired to greet the delighted customers. Inside you’re hit by loud dance music and the smell of the company’s signature perfume. In fact only its three-metre high walls with wooden shelves, holding t-shirts lit by spotlight, reminds you at the fact that you’re in a store rather than a fancy nightclub. Yes, the ‘Abercrombie kid’ is attractive, athletic, popular and outgoing. The American dream all over. A strategy which has proved to be very successful, but perhaps also an obstacle: for A&F brand protecting is a very big part of their continuing US success, but with the opening of their first European branch in London it’s only left wondering whether this way of branding is expansion resistant.
Pretty sure this slogan sounds familiar to you if you’re in your late teens or early twenties. Indeed it’s one of Abercrombie & Fitch’s. The American casual fashion retailer, famous for their pastel-colored polo shirts, preppy shorts and logoed t-shirts.
But Abercrombie & Fitch has marketed itself more than just a successful clothing brand, it assures their customers a lifestyle. The A&F emporium exists of giant flagship stores with a basic yet contemporary architecture. Two bare-chested male models standing at the front door are hired to greet the delighted customers. Inside you’re hit by loud dance music and the smell of the company’s signature perfume. In fact only its three-metre high walls with wooden shelves, holding t-shirts lit by spotlight, reminds you at the fact that you’re in a store rather than a fancy nightclub. Yes, the ‘Abercrombie kid’ is attractive, athletic, popular and outgoing. The American dream all over. A strategy which has proved to be very successful, but perhaps also an obstacle: for A&F brand protecting is a very big part of their continuing US success, but with the opening of their first European branch in London it’s only left wondering whether this way of branding is expansion resistant.
Sien De Nevehttp://www.elemental.co.uk/newsletters/news_01_07/PDFS/brand.pdf
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