1.Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or why not? The brand has not reinvented itself since 1988 when it was bought out by Limited Brands. It has maintained a consistent image since then and continues to be successful.
2.How does A&F brand its products? Do you think its brand practices are successful? "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/ Strategy, p.92) The company is very successful with its branding practices because they continue to grow and don't have to really change anything in order to do it.
3. How do retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it? "By associating its brand to themes of masculinity, the company creates a triple threat to its competition: it draws the male customers who want to look like an A&F man, the woman who wants to resemble an A&F woman or who wants her boyfriend to look like an A&F man, and the overmasculinized look of the store and shirtless greeters get s the attention of gay en who feel the company is sympathetic to their lifestyle." (Brand/ Story, p. 106) The brand message is constantly strengthened through the atmosphere of all A&F locations. The consistency makes it comfortable for shoppers to always know what to expect when they visit a different store. However, if they are alienating any customers with the message then the atmosphere continues to do the same which could be negative.
4. What feelings or emotions do you experience when you enter an A&F store? Do you think A&F tries to intimidate its customer by using extremely attractive models? The A&F store makes me immediately cover my nose because the smell is SO strong that it makes my eyes water. Once the initial disgust wears off and I can see again, I do love the half naked pictures of men all over the walls. I don't really find the store at all intimidating, but I can see how some people might. There is a certain persona one may feel they have to fit into in order to be able to pull off the clothes. However, once the product reaches the light outside the store, it's just a tee shirt and a pair of jeans and most anyone can pull those classics off. I think A&F intends to outfit attractive people and make people that aren't as attractive feel like they are more so. I don't think they intend on making people feel intimidated.
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