Abercrombie And Fitch
External Analysis
Target market
Abercrombie and Fitch is one of today?s most popular clothing companies that cater to American?s youth culture. Abercrombie and Fitch clothing is worn by children and young adults, but is largely marketed to the college-age population. Abercrombie and Fitch have been in existence since 1892, beginning as an outdoors sporting goods supplier. Today, A&F stores can be found in malls across America and the A&F logo is easily seen on any high school or college campuses. Abercrombie and Fitch clothes are even worn by cast members of the hugely popular television show, friend.
The company claims 18 to 22 year olds as it target market, but it?s marketing appears to be aimed at all teens in general. The claim of a college-age target market is likely designed to counteract backlash form its erotic ?shockvertising?. Abercrombie and Fitch recently introduced toned-down ?Abercrombie? stores with a target market of 7 to 14 year olds. Abercrombie and Fitch have received both positive and negative publicity as a result of its target market. Abercrombie?s positive publicity is mainly due to the positive reaction of 18 to 22 year-olds. Alternatively, Abercrombie?s negative publicity is attributable to parents, legislators and consumers advocates. Such
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