1.Companies like J. Crew (www.jcrew.com) and Banana Republic (www.bananarepublic.com) are targeting many of the same consumers as Abercrombie & Fitch. Visit their websites and discuss how their marketing strategies differ from those of Abercrombie & Fitch. Would you suggest any changes in these strategies that would allow these two companies to better position themselves in the minds of consumers? 2.The success of specialty clothing store has come at the expense of large department stores like Sears and JCPenney. What can department stores do to make themselves more relevant to the youth subculture? 3.Check out the Hot Topic website (www.hottopic.com). Compare the stancske (subsubcultures) Hot Topic is aiming for with those of Abercrombie & Fitch. Identify the behaviors, affective responses, and cognitions most important in shopping at each store. 4.How can Abercrombie & Fitch guard against becoming too mainstream and experiencing a customer backlash? Do you believe it is possible for Abercrombie & Fitch to remain popular with young shoppers for a span of many years? 5.Both Abercrombie & Fitch and The Gap are trying to use their brand names to market clothing to different age groups. For example, Abercrombie & Fitch has opened a chain of children's stores called abercrombie (lowercase "a"), while Gap, Inc., has had success with GapKids and BabyGap. Check out www.abercrombiekids.com and discuss the advantages and potential disadvantages of such a diversification strategy.
Paper#12201 | Written in 18-Jul-2015Price : $25