EOC Discussion Questions: Chapter 6

1.   I don’t think that A&F reinvent their brand strategy every year through product assortment, because it seems like it stays consistent with their products. Most clothing that they sell has either their logo or brand name on it. They sell the same style of clothing for men and women. “The company’s fashion assortment consists of basic items such as cargo shorts and pants, T-shirts (logos, humor T’s and crewnecks), polo shirts, woven shirts, sweaters, denim jackets, jeans, sweatshirts, flip flops, zip fleece tops, leather belts, underwear, cologne, baseball caps, men’s and women’s bracelets and jewelry, bags and various other types of active wear.” (Brand Strategy)

2.     A&F brands their products by having in-store marketing posters, shirtless greeters and “the dim lighting, smell of fragrance and booming music…This in-store branding concept has led to multimillion-dollar sales of T-shirts, denim jeans, and cargo shorts year after year…” (Brand Story) I think that its brand practices are successful to middle-school students, athletically fit adults and the gay and lesbian community. I have talked to some older college students and they disagree. They don’t like how the atmosphere is dark because you can’t see what you’re trying to look at or the amount of cologne the store sprays.

3.     Retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message, because while people are shopping, they like to have fun and music has an impact on a person that can either drive them in the store, buy a lot of things or turn them off. Store props also catch the eyes of consumers; they love to look at visuals. The atmospheres of stores are very
important. If stores are dull and boring it weakens the brand image.

4.     Personally I have only walked into an A&F store and walked right out. The atmosphere wasn’t too bad; I just wasn’t interested or had the patience to look around while the lighting is dim. I don’t think A&F tries to intimidate its customers by using extremely attractive models, I just think it is a way to attract customers into the store. “The presence of shirtless greeters at A&F stores have generated a market niche for this company and reconnects them to the sexual innuendo that was present in the magalouges.” (Brand Strategy) Yet, although it could intimate customers because they could feel like they don’t have “that body”, so they won’t go into the store, which can drive sales down.