Abercrombie & Fitch is an American retailer focusing on upscale casual wear for millennials and younger generations. Founded in 1892, the company has more than 300 locations in the USA along with a vast international presence.
Abercrombie & Fitch is famously known for using ‘brand representatives’ (i.e. models) in their stores. Although this has without doubt caused some controversy with the brand’s CEO infamously declaring that a lot of people ‘don’t belong’ in Abercrombie & Fitch clothes and ‘can’t belong’, this is what makes the brand so unique, specific and memorable.
Read on to discover what this famous brand can teach us about the world of business:
Have a specific target audience
Some businesses thrive on appealing to a broad target audience (think Starbucks or Krispy Kreme). On the other hand, other brands are far more specific in who they target their marketing to, knowing full well that only a very specific type of person will buy their products or services.
Abercrombie & Fitch specifically targets the young and the beautiful. Take one look at their advertising: the people featured in their adverts are just that: young and beautiful. Take one visit to an Abercrombie & Fitch store and you will see shirtless employees standing at the entrance, enticing you in. When you step inside, every member of staff is young and good-looking.
This is not a coincidence: Abercrombie & Fitch is not shy about the fact that it has a very refined target audience. And although they are very open about this, this is not necessarily a bad thing. When you whittle down the exact market you are vying for and target every element of your marketing towards speaking their language, your marketing becomes more precise, accurate and effective.
Create an experience
Abercrombie & Fitch is the most branded store imaginable. When you walk past, you wonder what all the fuss is about: blacked-out windows, half-naked employees standing at the entrance, music blaring from inside… Is this a nightclub or a retail store? Then you walk inside: the lights are dimmed, there are surfboards leaning against the walls and the soft scent of perfume is in the air. This is a truly unique, immersive shopping experience that you definitely will forget.
Modern marketing is all about immersing your audience in a memorable experience that they will talk about long after they have had that involvement with your brand. When you create a unique experience for the client that they haven’t had before, they will be more likely to revisit your business, over and over again.
By going against the grain and not following the crowd, Abercrombie and Fitch are doing very well in many areas of their business. How can you make your business more memorable and loved? Take a closer look to figure out what it is that you want to make special about your business!
How can we help?
If you need help with your next digital marketing campaign, get in touch. 8 Ways Media is a leading digital marketing agency with a special focus on branding, web design, User Experience and SEO. We’ve worked with countless brands, large and small, helping them to adjust their approach to marketing and branding for even greater success.
We’re here to help. Get in touch today to discover how we can help you to create a stellar marketing strategy that will take your business to incredible new heights.
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