1. I do not think that A&F reinvents their brand strategy through their product assortment. I feel that they have very youthful trendy looking clothing that has been popular for several years and seems to continue to be popular. I think that they keep that certain laid back, relaxed, distressed look to their clothing that sticks with them year after year. They are able to market these clothes to their consumers every year by changing the silhouettes and colors slightly from year to year. “A&F attaches traditional outdoor and rugged iconic patches on sweaters, pants, and denim garments, which have allowed the retailer to gain strong brand recognition.” (Brand Story, Joseph Hancock, Pg 92) They have really created a brand for themselves!
2. “Symbols such as collegiate flags, sports mascots, and the letters A&F appear on almost all products. The company has even adopted the logo of a moose that it embroiders on all its polo shirts and oxfords. Almost every garment at A&F is imbued with washing, styling, and distressing that distinguishes it as authentic A&F. The company brands each garment through this finishing process.” (Brand Story, Joseph Hancock, Pg 92) That is one way that they brand themselves. Another way is through the look and feel of their brick and mortar stores. “A&F has created a merchandising concept for its stores that is unique and easily distinguishable from its competition. The dim lighting, smell of fragrance, and booming music exude youth.” They have definitely set themselves apart from their competitors. I think they are very successful!
3. I think retail store atmospherics like music, fragrance, lighting, and stores props can either help the overall brand message or it can hurt it. It can be very helpful when branding a product to have everything within the stores atmospherics to match along with the theme. If you were selling wedding dresses and inside your store you were playing screamo music there would be a disconnect for the customer about the message the brand was trying to convey. Therefore if you are able to match all of your stores atmospherics up with the overall theme and message for your brand it can make your brand a very strong one! A&F has mastered the art of matching the atmospherics to the overall message and concept. Everything from their dim lighting to the loud music reflects the brand integrity to a tee!
4. I love walking into A&F! I enjoy the loud music that they play and I love love love the small of the store! Many people say that the stores obnoxious smell and loud music gives them a headache, but I love it! I think that they are so unique and I enjoy shopping there. I do not think that A&F is trying to intimidate their customers by using extremely attractive models. I think that that is their target market that they are trying to sell their products to.
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