Consumer Needs

Abercrombie & Fitch strategies are relying on college and university students to gain their attention, by promoting lifestyle campaigns that link to how an 18-24-year-old would be living their life within current society.  However, with current consumer needs, the brand is less aware of how society still perceives them as. As many people are aware of how the brand has treated the staff and consumers sue to stories still being around the internet about the terrible things that have happened, which have caused the reputation to still lost. This would still be gaining a negative in consumer needs. As they would not be interested in brand that judges them when they walk through the door, keeping the anxiety, no matter how the brand tries to change. Which is affecting the consumer esteem, which are all affecting the psychological needs because one feeling can affect the thoughts of a consumer feelings. 

Within the current high street market people would like to feel safe with the brand they are using, making sure the products and service is comfortable and reliable. As many people with the current consumer dedicate themselves to having fun and enjoying their adventures with family and friend. Also showing that there is a difference between sizes and culture and there is no ‘perfect person’ that brands appear to use and sell. 

This is why A&F is struggling as the brand used to sell this imagination of ‘sexy’ ‘beautiful’ people it has affected the current branding, as people still believe that it is not right to judge people based on looks. Even though, A&F have started to use diversity, their body awareness is not being promoted and shared, with consumers. As self-fulfilment is important to a consumer to feel like themselves and not be judged with their looks.  A&F have to cautious about making sure they are not still using their imagination, but are sharing a community of diverse people form looks, culture and ethnicity, showing normal society with equality and not judgement.