Marketing Mix of Abercrombie and Fitch

Abercrombie and Fitch is a clothes, apparel, and retail lifestyle brand. Ezra Fitch and David T Abercrombie founded the lifestyle company in 1892. Today, we’ll discuss the marketing mix of Abercrombie and Fitch; the 4Ps and 7Ps of Abercrombie and Fitch elements involved in the mix; product mix, price, place, promotion, people, process, and physical evidence as marketing mix example company.

The marketing mix of Abercrombie and Fitch would analyze the 4Ps and 7Ps of Abercrombie and Fitch elements involved in the mix; product, price, place, promotion, people, process, and physical evidence. Here’s the Abercrombie and Fitch marketing mix Example Company as follows;

Marketing Mix of Abercrombie and Fitch

Let’s discuss the 4Ps and 7Ps elements involved in the marketing mix of Abercrombie and Fitch as the marketing mix example; they’re as follows;

Product Mix Strategy of Abercrombie and Fitch

I-Clothes & Apparel

The clothing and apparel portfolio comprises a wide range of clothes like outwear, dresses, sweaters, shirts, t-shirts, jeans, and others. A & F also offers seasonal wear like swimwear; athletic wear and comfortable loungewear are part of the product mix portfolio.

II-Accessories

A & F provides a wide range of accessories complementary to its apparel category. They’re colognes, perfumes, scents, sunglasses, belts, scarves, and hats.

III-Shoes & Footwear

A & F offers a vast variety in the footwear and shoes category like casual shoes, sandals, sneakers, and others for men, women, and kids.

IV-High Quality & Differentiation

The objective of A & F is to utilize high-quality materials for products and services and trending designs for customers. The brand focuses on offering unique and stylish clothes and shoes for customers.

Price Strategy of Abercrombie and Fitch

I-Dynamic Pricing

A & F implements a dynamic pricing strategy where the retail chain brand charges different prices from various customers. It depends on various factors; perceived value of the product, customer behavior, seasonality, and demand. However, it allows the company to increase its revenue and profitability.

II-Bundle Offer

A & F offers a bundle pricing strategy on a combination of products at a bit lower price. It helps the company to get rid of unused inventory. As a result, it allows the company to increase its sales through bundle deals; customers have to pay more if they’re buying it separately.

III-Discounts & Promo Offers

A & F launches promotional offers and discounts for the customers to amplify its sales. The retail chain brand does so during particular seasons, events, or as a part of loyalty programs.

IV-Premium & Limited Edition

A & F has also established a brand image of a premium brand. The company collaborates with top designers and offers limited-edition premium lifestyle products. Usually, the premium and limited edition lifestyle products are more expensive than other competitor’s products. It is because of their exclusive nature.

V-Value Based

A & F is fully aware of the perceived value of its brand image in the eyes of customers. While setting the price of the products, the retail chain brand keeps in mind the production cost plus the perceived value of the brand.

Place Strategy of Abercrombie and Fitch

I-Chain Stores

A & F has established a network of more than 854 retail chain brick-and-mortar stores situated in highly crowded areas across the world. The goal of A & F brand stores is to offer a unique shopping experience. It comprises loud music, dim lighting, and an attractive layout to attract the attention of target customers.

II-E-commerce & Online Store

Along with physical brick-and-mortar stores, A & F has developed e-commerce and online stores to target the online and digital customer market. It allows customers to shop for lifestyle products on A & F’s official website; the company would deliver the products to their doorsteps.

III-Alliance & Partnership

A & F partners up with various 3rd party retail stores, shopping malls, and departmental stores to offer its products there. It helps the company to offer its lifestyle products to the mass customer market.

Promotion Strategy of Abercrombie and Fitch

I-Bold Ads

A & F has earned the reputation of launching bold advertisements and marketing campaigns on the social media platform Instagram. Often, it attracted a lot of criticism to the lifestyle. In response to the severe criticism on social media, the company deleted all of its previous advertisement posts. The retail chain brand posted one picture with the caption following;

“People have a lot to say about us. They think they’ve got us figured out.”

II-Multiple channels

A & F employs various media channels, including TV, social media, magazines, radio, and others to approach the end consumers. Often, the retail chain brand follows the rebellious teen strategic approach for marketing and promotion; and targets the old customer market.

We have just discussed the 4Ps of Abercrombie and Fitch; the remaining three elements are part 7Ps of Abercrombie and Fitch marketing example company; they’re as follows;

People Strategy of Abercrombie and Fitch

A & F has employed roundabout 44,000 employees to manage its over 1046 stores in various countries across the world. The retail chain lifestyle brand has established a very loyal database of customers and they prefer the company’s products. In fact, the company is highly cautious about its employees, customers, and stakeholders and offers them various services and they’re as follows;

• E-card balance and Gifts
• Tracking Customer Orders
• Online shipment
• Order Return
• Customer help center

Process Strategy of Abercrombie and Fitch

A & F engages in various types of processes and operations to smoothly perform its functions. They’re sourcing, production, manufacturing, outsourcing, managing retail chain networks, warehousing, distribution networks, employee management, recruitment, labeling, marketing, promotion, and many others.

Physical Evidence of Abercrombie and Fitch

The worldwide network of retail chain brand stores, products and goods, logo, and stakeholders all are the physical evidence of A & F’s existence in the retail consumer market. It has allowed the company to strengthen its position in the global market.

Conclusion: Abercrombie and Fitch Marketing Mix Analysis Example Company | 4Ps and 7Ps of Abercrombie and Fitch Marketing Mix 

After an in-depth study of the marketing mix of Abercrombie and Fitch; we have realized that Abercrombie and Fitch is the world’s leading retail chain lifestyle brand. If you are learning about the Abercrombie and Fitch marketing mix Example Company; then you should keep in mind the abovementioned 4Ps and 7Ps of Abercrombie and Fitch elements involved in the mix. They’re product, price, place, promotion, people, process, and physical evidence of the retail brand.