1. Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or why not?
I believe their product assortment remains unchanged and for a while have included the same basic items such as cargo shorts and pants, t-shirts, polo shirts, woven shirts, fragrances, denim, etc. However, they have adjusted some of these items to compliment a more body-conscious fashion silhouette.
2. How does A&F brand its products? Do you think its brand practices are successful?
Their major branding tool is the lifestyle connection triggered on consumers by their marketing and ad campaigns. From the in-store dynamics (smell, music, employees, visuals, store aesthetics) to their out-store mechanics (catalogs, ads, word to mouth). It is quite successful and profitable.
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?
The combination of these tools is what sets A&F above its competitors. The reason being is that they are not only appealing to consumers through their products but also through a psychological and emotional medium which are conveyed by the above mentioned elements. The brand has only been exposed to a multi cultural weakness by only advertising with Caucasian models, however, the company started employing multiracial associates
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?
I’m not personally an A&F consumer or fan. I normally feel clustered in their stores. Even though this strategy has worked for them for many years, I personally believe that the brand is a deceiver of reality. I don’t think consumers feel intimidated by their models, they only feel curious to look, to experiment, or to copy.
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