Abercrombie and Fitch is 1 of today’s most popular apparel corporations that cater to American’s youth culture. Abercrombie and Fitch apparel is worn by youthful children and youthful adults, but is largely marketed for your college-age population. Abercrombie and Fitch have been in existence considering that 1892, beginning as an outdoors sporting goods supplier.

Today,Abercrombie & Fitch store could be discovered in malls across America and the A&F logo is easily observed on any high school or college campuses. Abercrombie and Fitch clothing is even worn by cast people of the hugely popular television show.

The company claims 18 to 22 years old as its target customers, but it’s marketing and advertising appears to be aimed whatsoever teens in general. The claim of a college-age target market is in all probability built to counteract backlash form its erotic advertising. Abercrombie and Fitch recently introduced toned-down “Abercrombie” stores with a target market of 7 to 14 year olds. Abercrombie & Fitch apparel have received both positive and detrimental publicity as a result of its target market. Abercrombie’s positive publicity is largely due for your positive response of 18 to 22 year-olds. Alternatively, Abercrombie’s detrimental publicity is attributable to parents, legislators and consumers advocates. this kind of people really feel that the Abercrombie’s depiction of the American college experience is not observed as accountable by growing number of parents and lawmakers, particularly because the company’s message are reaching youthful children under 18.

As the company struggle to capture its target market, they are also face with major competitors. Abercrombie and Fitch main competitors are Gap Inc, Banana Republic, Old Navy, and J Crew. brand name positioning due for your nature of the retailing business, Abercrombie and Fitch must and had been constantly focus within the customers desires with high levels of service on order to capture, create, and retain a aggressive advantage. Ultimately, its brand name image, service, design and quality will attract more and more people.