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Retail Field Study: Abercrombie & Fitch vs . Team Monaco

 Retail Discipline Study: Abercrombie vs . Club Monaco Dissertation

Toronto, Feb . 27, 2012

We should mostly discuss the bigger difference among these two merchants: their Target audience. Although is extremely obvious first, when you stop to think about it, it is really interesting.

Abercrombie & Fitch is strongly targeting to teen-young adults (18-22 years old), who are trendy, trendy and with a lot of love-making appealing. The way they accomplish this? First with the store concept, very " Planting season break” theme, it's exactly about having fun with close friends, being well-known and being cool. From your type of outfits they sell to the whole picture they are marketing with video clips, ads as well as sales acquaintances model-like whom match the shoppers in every approach; As the CEO of A& Farrenheit Mike Jeffries said " We retain the services of good-looking people in our retailers. Because good-looking people attract other handsome people, and that we want to sell to amazing, good-looking people. We avoid market to anyone besides that. " Naturally , who at that age will not want to resemble a A& Farrenheit model, or be popular, they focus on the most psychologically weak inhabitants, who is about appearance, and with no monetary independence, therefore their mom and dad are the ones who spend the money, this is certainly one of the reasons how come they preserve their rates between $20. 00 to $130. 00 the most, father and mother wont spend too much money at this young age when the just secure aspect of their kids is usually " change”. And I need to admit; they are doing a really good work on this.

On the other hand, we now have Club Monaco who goal men and women, I'd said generally women, inside their mid 20's to 4 decades old who would like to look good, superior and chic. They sell mostly an image of trendy work wear/smart businesswoman and man. Not to mention, this is a population with additional spending electric power, who cares even more about worth and top quality and can find the money for $500 with an item, it can all about make investments on that piece that will last, will probably be easy to put on and is likely to have clean lines and pretty information. Club Frate sells an image...

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