Define the product, which Abercrombie & Fitch is selling using relevant theory.Abercrombie & Fitch has a wide and deep product range, and they sell products within different categories such as tops, bottoms, accessories for men, women, and kids, A&F’s own perfumes, they also have a sale category.
Their clothes are mostly targeted the youth market, from 18-22 years old. The concept of the A&F-brand is “Casual Luxury” and the style can best be described as high-scale all-American lifestyle casual clothes. A&F is also known for using almost undressed models, to attract customers outside its stores, they are actually their employees (that means that if you work hard inside the business, you can actually get the job as a model). In Copenhagen, A&F have cast 300 young models/employees to work in the store.
A&F’s prices are one of the highest in the youth-clothing industry. FAB model (learned in my job as a promoter) FeaturesCasual luxury, a famous store concept.AdvantageThe highest quality All-American clothing, exclusive. Benefits Signaling that, I can afford the best quality, or I care about fashion.
How does Abercrombie & Fitch create customer value through their brand?
When wanting to analyze the customer value for Abercrombie & Fitch I chose to use the Value Chain. I have chosen to only include the relevant parts of the model, and exclude the irrelevant parts. Primary activities(Value around the brand is created in the marketing section)Creating value through brands
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