Researching the concept:
Is the concept for a Target group / location / formula
- Questions
Target group: What age are the average shoppers at Abercrombie and Fitch?
Abercrombie and Fitch started out as a sporting brand.
Location: Where are most of the Abercrombie and Fitch shops located?
Many shops are located in major cities; LA, NY, Phoenix, London, Milan,etcetera. This shows a special positioneering within their location.
Formula: What is exacly the formula of Abercrombie and Fitch, and why is it so successfull?
The formula is based on quality. As soon as you pass a shop it is very clear you are walking past an Abercrombie and Fitch shop. The formula includes entering the shop with many various decors that show their exclusiveness. The inside of the shop is rather dark, and the whole shop has a special smell, which is put on all the clothing. This smell is also purchasable in all the Abercrombie and Fitch stores, aswell for man as for woman.
