Fashion Marketing & Management 1

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 p...

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 sa...