Week 6: EOC

1.       Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or why not?

A&F does not reinvent its brand strategy every year with its product assortment; it seems that the company’s brand strategy remains the same. Of course the merchandise changes as new items come and go but as far as branding, they have been consistent as long as I can remember. This works for A&F because they know their target market and continue to cater to it.

“Although the products are important, what people really desire is to be entertained when they are buying their khaki pants and T-shirts.”  - Brand Story Page 94

2.       How does A&F brand its products? Do you think its brand practices are successful?

A&F brands its products with the moose logo and sell the image of a “sexy” lifestyle. The brand reflects the life of a college frat boy in a sense. They use shirtless models as their brand ambassadors or “sales people” and present the image to consumers as they would like their consumers to appear as well.

“The company has been surrounded by controversy over its homoerotic and naked coed marketing; however, retail sales indicate that consumers continue to shop A&F stores in spite of the criticism.” – Brand Story Page 92

3.       How do retail store atmospheres such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it?

Store atmospheres such as the ones used by A&F can strengthen a brand message because in the consumers mind they will always associate that scent and that sound to that store. It links a memory and feeling to the consumer and the store that they will always associate with. This can also be negative because by using such strong elements or smell and sound, you are narrowing your customer base to only those who enjoy that particular music and that particular scent; some consumers may really like the clothing but can’t relate to the image A&F portrays.

“The mood for dancing is created with the store’s blaring techno-house dance music…The genre of music blasted in A&F reinforces the club atmosphere of the sore. It’s music mix mimics a list of songs that are played at the hippest clubs…The smell of A&F’s signature fragrance, Fierce, fills the air…” – Brand Story Page 102-103

4.       What feelings or emotions do you experience when you enter an A&F store? Do you think A&F tries to intimidate its customer by using extremely attractive models?

I personally don’t like the atmosphere and emotions experienced when in an A&F store. For me it’s shallow and stuffy and portrays a carefree but careless lifestyle. The clothes are only made for one particular body type and the store is not welcoming or accepting to everyone. This is something I just can’t associate or relate to.

I don’t necessarily think they try to intimidate their customers rather; they send a clear message as to who they want their customers to be.