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Download Jerell Little MAR3503 Case 4 Case 4 is about the rise and success
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Jerell Little MAR3503 Case 4 Case 4 is about the rise and success of Abercrombie & Fitch (A&F) in the early 90s as they were effectively able to rebrand themselves and market to a younger subculture. Founded in 1892 they were originally an outdoor and conservative menswear outfitter however after hiring Michael Jefferies in 1992, A&F went from a meager $165 million dollar in sales to $1.6 billion in 2002. Despite the successful campaign in marketing to the youth segment, A&F finds itself trying to keep up with the constant changing fashion trends and increased competition from other competitors. 1 – Bananarepublic.com Differs from A&F marketing wise because they show off the clothes on the models vs. A&F showing off the models with clothes. The BR models also appear to be in more action oriented shots vs. candid still poses. The model selection also appears to be diverse in ethnicity invoking a - this is for everyone – attitude, as well as they come across a tad bit more mature. I would not suggest any changes to the marketing strategy displayed by Banana Republic due to the fact that they are better poised to grow with a consumer beyond just the youth subculture. – JCrew.com Differs from A&F marketing wise as they are portraying themselves as more along the lines of fashion consultants. The website has many how to dress and style yourself for any occasion including the accessories that go with the outfit. JCrew.com also differs from A&F as they are marketing towards young adults and young adults with kids. I would not suggest many changes for J Crew’s marketing strategy however I believe they could do a better job of communicating the fashion consultant for the entire family message more. 2 – Department stores can make themselves more relevant to the youth subculture by including subculture pop icons and heroes into their marketing material. They could also hold in store signings or meet and greets to attract the youth subculture into the department store. This would also bring parents and guardians along with them that would shop elsewhere in the store. 3 – Comparing Hot Topic’s submarket to that of A&F shows that Hot Topic is aiming to attract the non-conformist, edgy, and alternative lifestyle living individual versus A&F’s target consumer that believes and behaves as if they need A&F’s merchandise to fit in or belong within the subculture. Hot Topic’s target consumer believes and behaves in a manor that does not care so much about image or fitting in but more so of standing out and being an individual. What’s most important in shopping at A&F is that they are able to illicit an affective response from the buyer that makes them feel like they are part of the in crowd or have a sense of high class. On the other hand with Hot Topic what is most important about shopping in their stores is that the buyers affective response is welcomed no matter how eclectic or indifferent. 4 – A&F can guard against becoming too mainstream and prevent customer backlash through several methods, the first being price control and the second being limited runs or exclusive runs. Through price control A&F can raise their prices to effectively control the flood of merchandise to the masses. This would make the clothing line more of a luxury item and not so much a mainstream item. Another method would be through limited runs or exclusive runs of products to control the supply for those who have the highest demand. I do not believe it is possible for A&F to remain popular with young shoppers for many years due to the fact that the subculture is too responsive to change and A&F is too slow to adapt to new trends. 5 – The advantages of A&F using a diversification strategy that markets to kids through their abercrombie kids line is that it can have a lasting effect on the consumer, which in turn creates brand loyalty at a younger age. It also allows A&F to introduce new designs to a younger base to see if they would be able to sustain and grow into or influence the older product line. The disadvantage of A&F using a diversification strategy that markets to kids through their abercrombie kids line is that it creates subculture saturation as in having too much of a good thing, running the risk of making the brand too mainstream. Another disadvantage with this diversification strategy is that kids are messy and parents may not want to spend the money on high end children’s clothes, knowing they will eventually destroy or out grow them rather quickly.