Consumer Segmentation

A&F current brand consumer demographic segmentation has an age of 18-24, college/ university students who appear to be American Preppy students. As the brand is an American company, the main targets are students in America as well as the global demographic in Europe. The brand aims to gain a diverse range of audience who enjoy adventures and having fun all together, which is presented in their campaign videos ‘This Is Our Time’. However, as the core consumers are students the brand needs to be aware of this as their income is low due to paying for university which means they are conscious about their spending habits. 

As the brand consumer segmentation is based on their consumer demographic, they have to be aware of different elements such as elements such as age, education, income, family size, race, gender, occupation, nationality, and more. Demographic segmentation the simplest and commonly used because the products and services consumers tend to buy, how we use those products, and how much they are willing to spend on them which is most often based on demographic factors.

So, for Abercrombie & Fitch they have to be aware of the consumer needs and be aware their current marketing. Showing the range of elements listed; allowing to show these elements allows more engagement to the correct audiences, which would be beneficial as it means there is a correction in strategies within marketing. However, it has not been successful as there have been many confusions from their consumer about the branding, not allowing the best publicity for public, showing a worse brand image. 

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